Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions

  title={Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions},
  author={Joseph R. Priester and Richard E. Petty and Kiwan Park},
  journal={Journal of Consumer Research},
The subjective experience of ambivalence results from possessing both positive and negative reactions. Why do individuals sometimes experience ambivalence when they possess only positive or only negative reactions (i.e., univalent attitudes)? This research advances and provides support for the notion that anticipated conflicting reactions underlie such ambivalence. Anticipated conflicting reactions occur when an individual possesses no, or only a few, manifest conflicting reactions and yet… 

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