Search results

This paper aims to introduce a comprehensive conceptual framework to study the influence of “consumer ambivalence towards contraception” and “intercourse frequency” along with attitudes toward contraception and satisfaction with most familiar contraceptive method, on contraceptive usage and intentions.

A team of trained female interviewers used a structured questionnaire to conduct a clinic-intercept survey with 588 sexually active female consumers in two major hospitals and six randomly chosen clinics in Singapore (response rate = 29 per cent).

Consumer attitudes toward contraception, satisfaction with most familiar contraceptive method and intercourse frequency have a positive effect on contraceptive usage. Consumer ambivalence toward contraception has a negative effect on usage and intentions and it negatively moderates the effects of attitudes, satisfaction and intercourse frequency.

This paper explores the role of consumer ambivalence toward contraception in general and not toward specific contraceptive methods. Moreover, it does not measure differences in the impact of personal cultural values and orientations of the participants on contraceptive usage. These could be useful avenues for future research.

By clarifying the reasons for inconsistent contraception usage, this research will help health-care professionals, social workers and welfare organizations develop more focused consumer education programs and communication campaigns to reduce consumer ambivalence about contraception and improve contraception usage rates.

This paper extends prior research on consumer ambivalence by exploring its direct and moderating impact on contraceptive usage, an important issue for female health and well-being. The authors also show intercourse frequency as a moderator in this process.

This study aimed to identify driving factors of safety attitudinal ambivalence (AA) and explore their influence. Construction workers' intention to act safely can be instable under conflicting information from safety management, co-workers and habitual unsafe behaviour. Existing research explained the mechanism of unsafe behaviours as individual decisions but failed to include AA, as the co-existence of both positive and negative attitude.

This study applied system dynamics to explore factors of construction workers' AA and simulate the process of mitigating the ambivalence for less safety behaviour. Specifically, the group model building approach with eight experts was used to map the causal loop diagram and field questionnaire of 209 construction workers were used to collect empirical data for initiating parameters.

The group model building identified five direct factors of AA, namely the organisational safety support, important others' safety attitude, emotional arousal, safety production experience and work pressure, with seven feedback paths. The questionnaire survey obtained the initial values of the factors in the SD model, with the average ambivalence at 0.389. The ambivalence between cognitive and affective safety attitude was the highest. Model simulation results indicated that safety experience and work pressure had the most significant effects, and safety experience and positive attitude of co-workers could compensate the pressure from tight schedule and budget.

This study provided a new perspective of the dynamic safety attitude under the co-existence of positive and negative attitude, identified its driving factors and their influencing paths. The group model building approach and field questionnaire surveys were used to provide convincible suggestions for empirical safety management with least and most effective approaches and possible interventions to prevent unsafe behaviour with tight schedule and budget.

Parents and children can drive each other mad. At one moment, a parent may be encouraging and affectionate toward the child; in the next, the parent may be sending the child to his or her bedroom. Similarly, a child who seems helpful and cooperative can suddenly turn belligerent. Parents and children may partly resolve the mixture of negative and positive feelings they experience in such situations by remembering their basic love for each other. Nevertheless, the conflicting sentiments will be stored in the memory of both parties, contributing to a long-lasting melange of conflicting beliefs, feelings, and behaviors. What are the psychological consequences of this state of affairs in relationships?

This study aims to offer a conceptual framework that elaborates on how tourists’ perception of contradictory features in reviews’ factuality and comprehension – within a single hotel review and across multiple hotel reviews – trigger attitude ambivalence and psychological discomfort, which determine their behaviors – choice deferral and hotel booking intentions. It also investigates the moderating role of anticipated conflicting reactions (ACRs) through contradictory features on consumers’ attitude ambivalence.

Using a Chinese setting, researchers collected data from 524 inbound tourists who were the consumers of hotels in Beijing. The study used IBM Amos 23.0 to test measurement and structural models for the proposed relationships. It also used PROCESS macro 3.4 for the moderation analysis.

The findings reveal a positive association between contradictory features in reviews and the resulting ambivalence that affects consumers’ discomfort and leads to the decision to defer the choice of hotel. Conversely, consumers’ discomfort has a positive impact on the hotel booking intentions. ACRs have positive moderating effects on the associations between contradictory features and consumers’ attitude ambivalence.

By investigating the contradictory features in hotel reviews, this study extends the body of research on dual information processing (i.e. the heuristic–systematic model) and the literature on service management, psychological behaviors, travel intermediaries and hotel firms. Future research directions are recommended for tourism and hospitality researchers.

The purpose of this paper is to explore the use of ambivalence in benefit‐based segmentation of convenience food in Norway.

Building on the attitude‐ambivalence literature and research about food convenience, a hierarchic cluster analysis is performed based on a nation‐wide representative survey of 1,154 Norwegian consumers.

The study's effort to use attitudinal ambivalence as a basis for benefit or attitude segmentation proved to be useful in finding segments with different profiles in the area of convenience food. The results reveal three consumer segments based on evaluation of quality, value, ambivalence and perceived morals towards convenience food: the “Convenient”, the “Ambivalent”, and the “Dissatisfied” consumer. While the Convenient have positive feelings and the Dissatisfied negative feelings toward convenience food, the Ambivalent have mixed feelings and feel guilt when eating ready meals. The ambivalent consumers share beliefs, attitudes, values and behaviour at a position somewhere between the “Convenient” and the “Dissatisfied” on most variables. However, in some areas they are close to the “Dissatisfied”, e.g. on variables such as perceived nutritional value, serving/buying ready meals, time used for making dinner or planning their meals. In a few areas they are closer to the “Convenient”, e.g. appeal to children, consuming, soups and pasta, and age above 60.

Future research on benefit or attitudinal segmentation should consider including a measure of perceived ambivalence associated with the investigated products or services.

The practical implications are addressing a potential for the convenience food industry and subsequently suggesting a positioning strategy to adopt ambivalent consumers.

The paper presents new insights into consumer benefit segmentation and in empirical research on convenience food with a particular focus on ambivalence and moral attitudes.

This study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.

Data were collected from online users.

The results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies.

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

The study findings are helpful for marketing managers to develop social commerce strategies.

This study explains the underlying mechanism of brand hate through psychological reactance.

This paper aims to explore how couples reflect gender role–related attitudes in their family formation process and whether these processes could be described through the lens of ambivalence. Using qualitative methods, semi-structured interviews with Estonian married and cohabiting couples were conducted (all together 24 interviewees). Analysis revealed themes of ambivalence toward gender roles among married and cohabiting couples. The present study could be classified as exploratory in identifying ambivalence, with open-ended and emergent analysis.

It is known that Estonians have adopted Western values and their family behavior resembles that of Nordic countries. However, our interviews showed that on the level of the individual, gender role–related attitudes in relationships have remained traditional. The reason for this might lie in the rapid change of values that occurred after the collapse of the Soviet Union. Western lifestyle was seen as an ideal, and copied in behavior before the actual family or gender role values could undergo the transformation needed to support egalitarian family values.

Our study reveals that the societal context of a rapid change in values and norms might create confusion and ambivalence in attitudes. Therefore, a high proportion of cohabiting couples might not be the product of egalitarian gender role–related attitudes but a product of ambivalent couple relations where the couple has not discussed thoroughly the vision and expectations they have for each other and their relationship.

The purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products.

The authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising.

Study 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships.

The two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products.

The findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier.

Based on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.

The purpose of this study is to empirically investigate the determinants and consequences of psychological reactance in the online shopping context. Leveraging the psychological reactance and self-congruity theories, functional and symbolic discrepancies enhance the psychological reactance toward online shopping. In addition, trustworthiness moderates the impact of online customers attitude ambivalence on their psychological reactance.

The authors conduct an empirical study on online customer cognitive factors. In this research paper, the postpositivism research view is used. The Smart PLS-SEM is used to analyze the data.

The current study findings reveal that self-concept and operational incongruence (i.e. symbolic and functional) are the main factors that lead to psychological reactance and resulting in online shopping hate. Poor website quality and other matters are so significant they create functional incongruence. Moreover, low trustworthiness strengthens psychological reactance in the online shopping hate context.

This study extends the psychological reactance and self-congruence theories to online shopping. Previously, literature has extensively studied the social commerce intention.

Past research exploring the influence of affect on group outcomes has primarily considered how the experience of single emotions and mood vary and converge across group members, but does not address the fact that a single group member may express multiple, conflicting emotions simultaneously (e.g., emotional ambivalence). Such complex expressions may drastically alter the way other group members perceive and respond to one another, and in turn, drastically alter the group-level dynamics. We address this gap in the literature by modeling the social consequences of expressing emotional ambivalence, thereby expanding our understanding of emotional ambivalence in group contexts. Implications for research on emotional ambivalence and research on emotions in groups are discussed.