Coping with Ambivalence: The Effect of Removing a Neutral Option on Consumer Attitude and Preference Judgments
Abstract
This article examines how the exclusion of a neutral or fence-sitting option changes an expressed attitude or preference judgment. Over a series of six studies, we find that the exclusion of a neutral response option (1) affects the judgment of extreme options (strong positive and negative features) more significantly than the judgment of options that are average on all features, (2) results in respondents favoring the option superior on the more important attribute, and (3) results in more risk aversion. We also provide evidence for the underlying process and show that our findings are moderated by individual differences on need for cognition and tolerance for ambiguity.
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Forced scales engender more reliable outcomes when assessing relatively polarized or fervently held attitudes.
“Furthermore, forced scales engender more reliable outcomes when assessing relatively polarized or fervently held attitudes [30].”
From User Intentions to Use ChatGPT for Self-Diagnosis and Health-Related Purposes: Cross-sectional Survey Study (2023) · cites this paper as [30]
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- Authors
- Nowlis, S. M., Kahn, B. E., & Dhar, R.
- Affiliations
- Arizona State University (US)
- University of Pennsylvania (US)
- Yale University (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2002-12
- Volume
- 29
- Issue
- 3
- Pages
- 319-334
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2105870876
- Cited by
- 237
- References
- 53
- Citations by year
- 2026: 11 · 2025: 6 · 2024: 12 · 2023: 14 · 2022: 19 · 2021: 13 · 2020: 13 · 2019: 18 · 2018: 16 · 2017: 17 · 2016: 12 · 2015: 14 · 2014: 13 · 2013: 7 · 2012: 5
- FWCI
- 1.35
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- ambivalence, consumer attitudes, preference judgments, risk aversion, need for cognition, ambiguity tolerance, attribute importance
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