Consumer Ambivalence, Dissonance, and Indifference – Apples, Oranges, and Pears Or Peas in the Same Pod?
Prior research shows mixed results for the effects of attitudinal and situational ambivalence and ignores their relationships with indifference and dissonance. Using two experimental studies, we show significant differences in the effects of attitudinal and situational ambivalence on hedonic versus utilitarian consumer choices, as mediated by consumer dissonance and indifference.
Piyush Sharma, Cheryl Leo, and Vartika Srivastava (2018) ,"Consumer Ambivalence, Dissonance, and Indifference – Apples, Oranges, and Pears Or Peas in the Same Pod?", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 24-25.
Piyush Sharma, Curtin University, Australia
Cheryl Leo, Murdoch University, Australia
Vartika Srivastava, Indian Institute of Technology Bombay, Ind
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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