That is, disagreement with another consumer might primarily affect subjective ambivalence if the disagreement bothers the perceiver, and agreement might primarily affect subjective ambivalence if the agreement makes the perceiver feel better about his or her views of the product. If such emotional implications of the (dis)agreement play a role in subjective ambivalence, this implies that consumers who are attentive to (and sensitive to) such emotional reactions might be especially likely to show strong social influences on subjective
That is, disagreement with another consumer might primarily affect subjective ambivalence if the disagreement bothers the perceiver, and agreement might primarily affect subjective ambivalence if the agreement makes the perceiver feel better about his or her views of the product. If such emotional implications of the (dis)agreement play a role in subjective ambivalence, this implies that consumers who are attentive to (and sensitive to) such emotional reactions might be especially likely to show strong social influences on subjective