Ambivalence and attitudes in consumer replacement decisions

This research examines consumer replacement decisions and the ambivalence that may accompany such decisions. Durable goods replacement decisions are complex in that they involve two interconnected but distinct subdecisions: whether to replace the good, and what to do with the incumbent possession. This research proposes and tests a decision model that incorporates both of these subdecisions. It also examines sources of conflict associated with the ambivalence that may accompany replacement decisions. In so doing, it describes some potential problems associated with conflict measures that have been previously used in the ambivalence literature and describes methods to avoid these problems. Findings from a longitudinal study demonstrate that a model incorporating elements of both replacement subdecisions offers superior prediction of intentions over a traditional decision model. Findings also reveal that ambivalence may have effects at both the pre- and post-purchase stages of the decision process, and that the relationship between conflict and ambivalence may be more complex than previously recognized.