Like It and Not: Multi-Method Approaches to Understanding Ambivalence in Consumption
This session offers a multi-method, interdisciplinary perspective on ambivalence in consumption, from virtual communities, to substance use, and from adoption of innovation to politics. We emphasize diversity in methodological approaches to show their value and complementarity in enriching our understanding of the antecedents, processes, and outcomes related to ambivalence.
Citation:
Cristel Russell, Ana Babic Rosario, Doreen Shanahan, George Dagliyan, Sophie Chaxel, Anne Hamby, Claire Linares, Yegyu Han, and Dahee Han (2021) ,"Like It and Not: Multi-Method Approaches to Understanding Ambivalence in Consumption", 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: 847-852.
Authors
Cristel Russell, Pepperdine University
Ana Babic Rosario, University of Denver
Doreen Shanahan, Pepperdine University
George Dagliyan, Pepperdine University
Sophie Chaxel, HEC
Anne Hamby, Boise State
Claire Linares, HEC Paris
Yegyu Han, IE Business School
Dahee Han, McGill University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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