Title: The Effect of Attitude Ambivalence on Information Elaboration

Presenter: Lifeng Yang, PhD candidate, Ohio State University

Time: 1:30-3:00pm, September 18, 2009

Location: Room 217, New Building of GSM, Peking University

Abstract:

This research finds that high ambivalent and low ambivalent consumers prefer to elaborate on different types of information when they are provided a chance to do so. Across several studies where attitude extremity and attitude familiarity are controlled, it is found that low ambivalent consumers prefer to receive counterattitudinal information for elaboration, contrasting that high ambivalence consumers prefer to receive additional information that enhances their dominant attitudinal belief. We argue that this difference in information preference is due to the different motivational bases within high vs. low ambivalent consumers. To better understand how ambivalent individuals cope with attitude congruent information, we conduct further studies to investigate what type of attitude congruent information is perceived to be more valuable among high ambivalent individuals. Studies show that information that reduces one’s conflicting reactions is evaluated to be more valuable than those that strengthen the dominant reactions of one’s attitude. Theoretical and managerial implications of the data will be discussed.

Welcome to attend!