Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 218-230 |
| Number of pages | 13 |
| Journal | Journal of Consumer Psychology |
| Volume | 27 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 1 Apr 2017 |
Keywords
- Attitudinal ambivalence
- Choice deferral
- Dialectical thinking
- Preference reversal
- Psychological discomfort
Cite this
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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.
In: Journal of Consumer Psychology, Vol. 27, No. 2, 01.04.2017, p. 218-230.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - "Every coin has two sides"
T2 - The effects of dialectical thinking and attitudinal ambivalence on psychological discomfort and consumer choice
AU - Pang, Jun
AU - Keh, Hean Tat
AU - Li, Xiuping
AU - Maheswaran, Durairaj
PY - 2017/4/1
Y1 - 2017/4/1
N2 - 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.
AB - 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.
KW - Attitudinal ambivalence
KW - Choice deferral
KW - Dialectical thinking
KW - Preference reversal
KW - Psychological discomfort
UR - http://www.scopus.com/inward/record.url?scp=85006070901&partnerID=8YFLogxK
U2 - 10.1016/j.jcps.2016.10.001
DO - 10.1016/j.jcps.2016.10.001
M3 - Article
VL - 27
SP - 218
EP - 230
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
SN - 1057-7408
IS - 2
ER -