Winding paths: Ambivalence in consumers' buying processes

This paper investigates ambivalence in the buying process. The existing literature has rarely studied ambivalence in longitudinal processes and has therefore not been able to capture its dynamics. Those studies that have studied ambivalence longitudinally have focused on general attitudinal ambivalence rather than its subtypes (cognitive, affective, and intercomponent ambivalence) and have therefore ignored some of the more detailed dynamics. Hence, this study addresses these different types of ambivalence longitudinally, exploring what these different ambivalences consist of, what their roles are in the buying process, and how they occur under different types of involvement conditions. A longitudinal video diary method is used in conjunction with a multimodal analysis technique to explore not only the verbally expressed aspects of ambivalence but also its nonverbal expression, which further reveals differences between different types of ambivalence. The findings suggest that cognitive ambivalence involves conflicting evaluations of utilitarian brand and product aspects and is resolved through more effortful mechanisms, whereas intercomponent ambivalence involves conflicting evaluations of varying utilitarian, hedonic, and symbolic brand and product aspects and is resolved through both more and less effortful mechanisms. Finally, affective ambivalence involves conflicting anticipations about the outcome of the buying process but is not resolved through similarly clear mechanisms. As the key outcome of the exploration, propositions and a synthesising framework about the different types of ambivalence in the buying process are developed for future research. This paper hence contributes to the ambivalence literature and offers managerial implications especially for marketers of multifaceted and high‐involvement products.     

The impact of salient advertisements on reading and attention on web pages

Human vision is sensitive to salient features such as motion. Therefore, animation and onset of advertisements on Websites may attract visual attention and disrupt reading. We conducted three eye tracking experiments with authentic Web pages to assess whether (a) ads are efficiently ignored, (b) ads attract overt visual attention and disrupt reading, or (c) ads are covertly attended with distraction showing up indirectly in the reading performance. The Web pages contained an ad above a central text and another ad to the right of the text. In Experiments 1, 2, and 3A the task was to read for comprehension. Experiment 1 examined whether the degree of animation affects attention toward the ads. The results showed that ads were overtly attended during reading and that the dwell times on ads were the longest when the ad above was static and the other ad was animated. In Experiments 2 and 3, the ads appeared abruptly after a random time interval. The results showed that attention (i.e., the time when the eyes first entered an ad) was related to the ad onset time. This happened especially for the ad to the right, indicating that ads appearing close to the text region capture overt attention. In Experiment 3B the participants browsed the Web pages according to their own interest. The study demonstrated that salient ads attract overt visual attention and disrupt reading, but during free browsing, ads were viewed more frequently and for longer time than during reading.     

Commentary on Robin Wooffitt’s Paper “Poetic Confluence: A Sociological Analysis of an Enigmatic Moment”

The author, who is a sociologist and psychoanalyst, comments upon Wooffitt’s analysis of poetic confluence. Using conversation analysis of moments of interaction where one interlocutor says something that bears a strong resemblance to what has just been in the mind of the other interlocutor, Wooffitt suggests that this form of communication has its function in the neutralization of the mental contents of this other interlocutor. In light of material presented by Schegloff in his earlier work, this appears to be a partial function of poetic confluence but not something that is there in all instances. On a conceptual level, psychoanalysis and sociology have had several moments of rapprochement in history. Wooffitt’s plea for dialogue is different: rather than focusing on conceptual linkages between the two disciplines, he proposes meeting through empirical studies of the intersubjective and interactional basis of mental phenomena.     

Russell on Negative Judgement

Topoi - This paper concerns Bertrand Russell’s changing views on negative judgement. ‘Negative judgement’ is considered in the context of three theories of judgement that Russell...