In the Face of Self-Threat: Why Ambivalence Heightens Consumers’ Willingness to Act
People often must decide whether to approach or avoid desired outcomes that involve the potential for failure or rejection. The present studies demonstrate how the implementation of an intervention involving ambivalence towards self-threatening outcomes may lead people towards taking action in both professional and personal contexts.
Citation:
Taly Reich, Alexander Fulmer, and Ravi Dhar (2021) ,"In the Face of Self-Threat: Why Ambivalence Heightens Consumers’ Willingness to Act", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 166-167.
Authors
Taly Reich, Yale University
Alexander Fulmer, Yale University
Ravi Dhar, Yale University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor
Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA
Featured
Silencing the Call of the Sirens
Janet Schwartz, Tulane University, USA
Featured
“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA