Ambivalence Toward a Country and Consumers’ Willingness to Buy Emblematic Brands: The Differential Predictive Validity of Objective and Subjective Ambivalence Measures on Behavior

Marketing Letters, 22 (4), 357-371 (2011)

17 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Jill Klein

University of Melbourne - Melbourne Business School

Date Written: 2011

Abstract

Previous country-of-origin research has treated opinions of countries as either positive or negative, even though people may in fact hold conflicting opinions about countries. The extant literature on ambivalence suggests that the coexistence of positive and negative opinions of a country should increase avoidance of objects associated with that country, above and beyond the effects of mere positivity or negativity. Data collected from French consumers who varied in degrees of ambivalence toward the US reveal that ambivalence, measured indirectly through consumers’ coexisting positive and negative views, is indeed negatively related to consumers ’willingness to buy emblematic American brands. The findings highlight the latent nature of ambivalence, the difficulty of assessing the subjective experience of the ambivalence state, and the importance and practicality of using indirect measures.

Suggested Citation

Russell, Cristel and Russell, Dale and Klein, Jill, Ambivalence Toward a Country and Consumers’ Willingness to Buy Emblematic Brands: The Differential Predictive Validity of Objective and Subjective Ambivalence Measures on Behavior (2011). Marketing Letters, 22 (4), 357-371 (2011). Available at SSRN: https://ssrn.com/abstract=2691713

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

Jill Klein

University of Melbourne - Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia

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