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May 11, 2007Journal of Consumer Research

Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions

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Authors

JPJoseph R. PriesterUniversity of Southern California
Richard E. Petty
Richard E. PettyBall State UniversityKPKiwan ParkSeoul National University

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Cite This Study

Priester et al. (2007) studied this question.

synapsesocial.com/papers/6a80fef9d7cc36764365f88dhttps://doi.org/10.1086/513042
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