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Proceedings of the 1998 Multicultural Marketing Conference
Ambivalence reflects the coexistence of positive and negative evaluations of an attitude object, and there is mixed evidence about its impact on consumer decision-making and behavior, with some studies showing ambivalent attitudes as weak and less predictive of behavior, whereas others find them to be more predictive of behavioral intentions. Prior research also does not empirically examine the relationships among ambivalence, indifference, and dissonance despite their similarities anddoi:10.1007/978-3-319-99181-8_192 fatcat:i5hlfcowgnasjhv7faocuniaaq