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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/13941| Title: | Toward An Understanding of Consumer Ambivalence |
| Authors: | Cele Otnes Tina M. Lowrey |
| Keywords: | reality overload purchase influencers and custom and value conflict. |
| Issue Date: | 1997 |
| Publisher: | Journal of Consumer Research |
| Abstract: | A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence- expectation versus reality, overload, role conflict with purchase influencers, and custom and value conflict. |
| URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/13941 |
| Appears in Collections: | Articles to be qced |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| Toward an Understanding of Consumer.pdf Restricted Access | 5.19 MB | Adobe PDF | View/Open Request a copy |
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