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“Every coin has two sides”: The effects of dialectical thinking and attitudinal ambivalence on psychological discomfort and consumer choice

Pang, Jun ; Keh, Hean Tat ; Li, Xiuping ; Maheswaran, Durairaj

Journal of consumer psychology, 2017-04, Vol.27 (2), p.218-230 [Periódico revisado por pares]

Elsevier Inc

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  • Título:
    “Every coin has two sides”: The effects of dialectical thinking and attitudinal ambivalence on psychological discomfort and consumer choice
  • Autor: Pang, Jun ; Keh, Hean Tat ; Li, Xiuping ; Maheswaran, Durairaj
  • Assuntos: Attitudinal ambivalence ; Choice deferral ; Dialectical thinking ; Preference reversal ; Psychological discomfort ; Research Article
  • É parte de: Journal of consumer psychology, 2017-04, Vol.27 (2), p.218-230
  • Descrição: Prior research suggests that consumers experience psychological discomfort when they make a choice under attitudinal ambivalence. The research reported here examines systematic cross-cultural variations in psychological discomfort as a function of dialectical thinking and attitudinal ambivalence in the context of choice. It shows that compared to nondialectical (Western) consumers, dialectical (Eastern) consumers experience less psychological discomfort when they hold bivalent evaluations of the focal object, but more psychological discomfort when they hold univalent evaluations (Study 1). It also identifies “uncertainty about making the correct choice” as the underlying process that accounts for these findings (Study 2). In addition, this research explores the downstream effects of psychological discomfort on choice deferral in the context of free choice (Study 3) and preference reversal in the context of forced choice (Study 4). Contributions to and implications for research on attitudinal ambivalence, choice behavior, and dialectical thinking are discussed.
  • Editor: Elsevier Inc
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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