The model of ambivalent choice and dissonant commitment An integration of dissonance and ambivalence frameworks

Ambivalence and dissonance research provides insights into the experiences and consequences of cognitive conflict. Despite the conceptual overlap between both conflicts, they are typically discussed and applied separately. Based on the notion that ambivalence reflects pre-decisional and dissonance reflects post-decisional conflict, we propose the Model of Ambivalent Choice and Dissonant Commitment (AC/DC model). The AC/DC model outlines that both conflicts are rooted in attitudes; however, as they succeed each other in decision-making, they entail distinct cognitive and emotional underpinnings, leading to different motivational consequences. Their sequence in decision-making entails far-reaching interrelations, depending on whether people cope with the conflict-induced discomfort or the conflict origins. Thereby, the AC/DC model elucidates how conflicts are navigated within decision-making and how they either resolve or manifest over time. This offers various novel implications, for instance, about conflicts regarding time-sensitive decisions, conflicts between alternatives, conflicts outside of decision situations, and conflict resolution and behaviour change.