Three items capture the extent to which a consumer experiences indecision, internal conflict, and mixed feelings when evaluating one or more products. Adapted from an attitude ambivalence measure, the scale is applicable wherever competing evaluative reactions are expected.
Nowlis, S. M., Kahn, B. E., & Dhar, R. (2002). Coping with ambivalence: The effect of removing a neutral option on consumer attitude and preference judgments. Journal of Consumer Research, 29(December), 319–334.
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