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Toward an improved conceptual understanding of consumer ambivalence

Author

Listed:
  • Jenni Sipilä

    (Lappeenranta University of Technology, School of Business and Management)

  • Anssi Tarkiainen

    (Lappeenranta University of Technology, School of Business and Management)

  • Sanna Sundqvist

    (Lappeenranta University of Technology, School of Business and Management)

Abstract

Despite the significance of ambivalence in consumer research, the concept suffers from a lack of clarity. This study thus aims to develop an improved conceptual understanding of consumer ambivalence based on the analysis of existing definitions. A number of challenges are observed and addressed through key premises that characterize the concept of consumer ambivalence. Furthermore, the presented conceptualization is contextualized into the area of consumption. The result of this process is an enhanced view of consumer ambivalence that builds on and extends earlier conceptualizations in 1) recognizing a wide variety of concepts that can be studied under the umbrella of consumer ambivalence, 2) specifying the multitude of objects of consumer ambivalence, and 3) specifying the temporal scope of consumer ambivalence through the concept of consumption episodes. The proposed conceptualization accommodates the richness of different approaches to consumer ambivalence and thus contributes to a wide range of consumer research.

Suggested Citation

  • Jenni Sipilä & Anssi Tarkiainen & Sanna Sundqvist, 2018. "Toward an improved conceptual understanding of consumer ambivalence," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 147-162, December.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:3:d:10.1007_s13162-017-0098-3
    DOI: 10.1007/s13162-017-0098-3
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    References listed on IDEAS

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    Cited by:

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    2. Abbie Griffin & Gloria Barczak, 2020. "Effective reviewing for conceptual journal submissions," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 36-48, June.

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