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Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/13941
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dc.contributor.authorCele Otnes-
dc.contributor.authorTina M. Lowrey-
dc.date.accessioned2024-03-01T08:03:09Z-
dc.date.available2024-03-01T08:03:09Z-
dc.date.issued1997-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/13941-
dc.description.abstractA 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.-
dc.publisherJournal of Consumer Research-
dc.subjectreality-
dc.subjectoverload-
dc.subjectpurchase influencers-
dc.subjectand custom and value conflict.-
dc.titleToward An Understanding of Consumer Ambivalence-
dc.volVol. 24-
dc.issuedNo. 1-
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