中文摘要：

以消费者态度的矛盾性为基础前提,来探究消费者自身的矛盾态度与外界的多元化口碑信息之间的交互机制。通过两个现场实验发现,消费者态度的矛盾性程度稳健地调节着消费者对外界信息的选择和处理。具体而言,高矛盾性的消费者由于具有显著的减少矛盾的动机,会选择性注意外界的正面信息和态度,而低矛盾性的消费者减少矛盾的动机并不显著,更倾向于选择性注意外界的负面信息和态度;另一方面,矛盾消费者的选择性注意效应受从众压力和群体共识的影响很小,也即那些不处于消费者选择性关注范围内的信息和态度,即使是多数人形成的共识,对消费者仍然不会有显著影响。

英文摘要：

Ambivalent attitude is a widespread phenomenon. However, it is seldom studied in the field of consumer behavior. Ambivalent consumers generally need extra input to reduce decision conflict. Widespread use of Internet facilitates consumers’ access to word-of-mouth of a mass of people. However, online word-of-mouth on a particular target is highly diversified and contains both positive and negative attitudes due to anonymity and freedom of the Internet. We explore how consumers with attitudinal ambivalence cope with external diversified word-of-mouth information.Recent research in marketing clarified that attitudinal ambivalence is characterized by subjective discomfort because its structure is inherently unstable. In line with cognitive dissonance theory, people may be motivated to resolve the conflicting evaluations they hold. Specifically, highly ambivalent consumers, holding high positive attitude and high negative attitude simultaneously, are motivated to reduce ambivalence-induced discomfort and uncertainty. Hence, they tend to selectively pay attention to the positive attitude, and change their attitudes accordingly. This is based on the idea that consumers have positive purchase intention and positive attitude is more capable of reducing ambivalence. On the other hand, less ambivalent consumers holding high positive attitude but low negative attitude, need to acknowledge potential post-buying risks rather than reduce ambivalence. In this regard, they tend to process the negative attitude and become affected by it because negative attitude remains as potential risk. Meanwhile, if what consumers selectively pay attention to is in accord with attitude consensus, the impact will be escalated, whereas if they are discordant, consumers will ignore the attitude consensus. Based on a pretest on 60 college students, we chose Windows 7 （an upcoming operating system of Microsoft Corporation at the time of the experiment） as the attitude target. Positive-biased and the negative-biased base-rate information were d