Please use this identifier to cite or link to this item: 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
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