Research on the difference of attitudinal changes between ambivalent consumers

Abstract

This study focuses on difference of attitudinal changes between high and low ambivalent consumers. The result shows that high ambivalent consumers will change their affective attitude easily as influenced by the information; however, their cognitive and conative attitudes are difficult to be changed. Low ambivalent consumers have the opposite trends. This study explains the controversies on ambivalence research and contributes to theory as well as to management. © 2012 Springer-Verlag GmbH.