• Culinary science and hospitality research
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• v.14 no.2
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• pp.205-214
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• 2008

The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's $\alpha$ were used in this study. Results of the study demonstrated that the moderated regression analysis result for the data also indicated a better model fit in Model 2 than Model 1. In the Model 1, the main effects of behavior intention and attitudinal ambivalence on consumption behavior were statistically significant. In the Model 2, the main effects of behavior intention, belief homogeneity and attitudinal ambivalence on consumption behavior were statistically significant. The interactional effects of belief homogeneity$\times$attitudinal ambivalence on consumption behavior were statistically significant. Moreover, the effects of attitudinal ambivalence on consumption behavior were statistically significant at all levels of belief homogeneity, except for when homogeneity was high.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.464-474
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• 2015

Smart devices are playing an increasing important role in today's knowledge society. On the other hand, its adverse effects are creating social problems as well. Thus, users have diverse attitude toward smart devices. In this regard, this study is aimed at examining the impact of attitudinal ambivalence and positive mind for the smart technology on consumer satisfaction. In order to achieve the research objective, we formulated research hypotheses. Then we conducted a questionnaire survey using college students to test hypotheses, and analyzed collected data using regression analysis. The results of our analysis indicated two key findings. First, it was found that attitudinal ambivalence had a negative effect on consumer satisfaction. Second, positive mind was found to have a positive effect on consumer satisfaction. Our findings are expected to make an academic contribution by enhancing our understanding of what leads to consumer satisfaction with smart devices.

• Journal of the Korean earth science society
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• v.28 no.5
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• pp.635-642
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• 2007

Using data from 132 telephone interviewees, we examined the role of affective-cognitive ambivalence in forming overall attitude and behavior toward toxic chemical and radioactive waste issues in Marion, Ohio in the U.S. In order to compare attitudinal preference, participants were divided into four A-C groups: action-group (Affective+/Cognitive+), detached-group (A-/C+), concerned-group (A+/C-), and inaction-group (A-/C-). Affective and cognitive components interacted, producing redundant influences on overall attitudes and judgments as frequently observed and postulated in previous attitude studies. The results showed that the action-group who were feeling unsafe and believed that environmental accidents had happened or are happening in Marion were less willing to move to the area than other three groups who were feeling safe and/or doubted reports of contamination and its relation with leukemia. Affective and cognitive components were found to have redundant influences on overall attitude. It was also observed that affective-cognitive ambivalence theory has a great potential for explaining the mechanism by which people form attitudes, especially when people have moderate or positive feelings (e.g. sympathy or eagerness for resources) toward the objects and/or when uncertainty is a major feature of environmental issue under consideration (e.g. global climate change).