Otnes, Cele; Lowrey, Tina M; Shrum, L J - In: Journal of Consumer Research 24 (1997) 1, pp. 80-93
A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence:...