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责任编辑：林英泽
（Dongbei University of Finance and Economic，Dalian 116025，Liaoning，China）
Abstract：Individuals tend to selectively accept information that is consistent with their attitudes rather than inconsistent information. There is relation between selective exposure and attitude intensity：consumers with strong attitude prefer to information that is consistent with their original attitude. Ambivalent attitude means that consumers has both positive and negative evaluation of the same target at the same time；and as an important structural feature of attitude intensity structure，it plays a conflict role in selective exposure. In this study，elaboration is introduced to explain the dual role of contradictory attitude，and it is found that ambivalent attitude and elaboration affect selective exposure. Two experiments show that when individuals use heuristic information processing，ambivalent attitude weakens selective exposure；when individuals use systematic information processing，ambivalent attitude enhances selective exposure. Under the realistic background of word- of- mouth information diversification，revealing the ambivalent attitude to the internal psychological mechanism of information exposure can provide useful inspiration for the marketing practice of the enterprise：to effectively identify ambivalent consumers；guide consumers with high ambivalent attitude to use the systematic information processing methods to effectively convey the advantages of products； guide consumers with low ambivalent attitude to use heuristic information processing methods to reduce the awareness and involvement；Good image to reduce the impact of negative word of mouth.
Key words：consumer；ambivalence attitude；selective exposure；elaboration；cognitive effort