Ambivalence, Selective Exposure, and Negativity Effect

ABSTRACT Past research has extensively documented negativity bias effect, in which individuals show greater consideration of negative information than positive information in attitude formation. In this research, negativity bias was re‐examined in the context of online consumer reviews processed by individuals with ambivalent attitudes. Across two studies, it was found that high‐ambivalence individuals exhibited greater negativity bias only if the negative information served to reduce their ambivalence. Low‐ambivalence individuals, on the other hand, showed greater preference for negative information only if it served to give them a more balanced view of the attitude object. Across all individuals, a general preference for negative information, in line with the negativity bias effect, was also observed.