en <span style=text-autospace:none><span style=unicode-bidi:embed><b><span cambria= lang=EN-PH style=font-family:>Aims: </span></b><span cambria= lang=EN-GB style=font-family:>The patient decision-making process can become lengthy and overwhelming. Procrastination in visiting a hospital can have adverse effects on a patient's health. This study aimed to investigate how attitudinal ambivalence affects psychological discomfort and choice deferral in hospital selection. Additionally, the study explores the role of information novelty in reducing choice deferral and accelerating patient decision-making.</span></span></span><br> <span style=text-autospace:none><span style=unicode-bidi:embed><b><span cambria= lang=EN-GB style=font-family:>Instruments & Methods:</span></b><span cambria= lang=EN-GB style=font-family:> This research employed a quantitative approach using a causal study to examine the relationships among variables. The purposive sampling method was used to obtain data based on certain criteria. Data were collected through a questionnaire distributed to patients. The research sample consisted of 385 respondents from private hospitals in Indonesia. Hayes PROCESS Macro software was used to investigate the relationships between variables.</span></span></span><br> <span style=text-autospace:none><span style=unicode-bidi:embed><b><span cambria= lang=EN-GB style=font-family:>Findings:</span></b><span cambria= lang=EN-GB style=font-family:> The attitudinal ambivalence affected psychological discomfort (t=2.737; p=0.0001) and choice deferral (t=4.295; p=0.0001). The psychological discomfort influenced choice deferral (t=3.109; p=0.0001). The psychological discomfort had a mediation role in the effect of attitudinal ambivalence on choice deferral (t=10.678; p=0.0001). Information novelty reduced the effect of attitudinal ambivalence on psychological discomfort (t=2.653; p=0.003) and choice deferral (t=2.243; p=0.013). Finally, Information novelty weakened the effect of psychological discomfort on choice deferral (t=2.876; p=0.011).</span></span></span><br> <b><span lang=EN-GB style=font-size:10.0pt><span cambria= style=font-family:>Conclusion:</span></span></b><span lang=EN-GB style=font-size:10.0pt><span cambria= style=font-family:> Limited information can lead to information asymmetry, which can encourage attitudinal ambivalence and psychological discomfort. Providing comprehensive information to patients through digital media can help reduce anxiety and enhance their treatment experience in the hospital.</span></span> Attitudinal Ambivalence,Psychological Discomfort,Choice Deferral,Information Novelty, 133 139 http://hehp.modares.ac.ir/browse.php?a_code=A-10-74601-1&slc_lang=en&sid=4