消费者态度的新认知:二元化的矛盾态度

New Understanding of Consumer Attitude:Dualistic Attitudinal Ambivalence

传统态度的研究认为态度是一元化的,而矛盾性态度的研究则提出态度是二元化的,即对于同一事物正面和负面的评价可以同时存在。态度矛盾是一个普遍现象。社会心理学主要对一般性矛盾态度进行了研究,尚处于起步阶段。而消费者矛盾态度是营销学和社会心理学相交叉的一个新兴研究领域,其与一般性矛盾态度的差别是,后者相对稳定,而消费者矛盾态度相对不稳定,容易受到外部环境的影响,并对消费者购买行为产生显著的影响。

Consumer ambivalence is the simultaneous or sequential experience of conflicting emotional states to an attitudinal object,which is different from prior studies on bipolar attitude.Ambivalence is an ubiquitous phenomenon.However,interest in ambivalence as descriptive and explanatory construct,and empirical research on ambivalence are relatively rare in the domain of psychology and marketing.The differences between ambivalence of social psychology and consumer ambivalence occur in several aspects such as stability and changeability.