Uncertainty Increases Motivation

Luxi Shen, Chinese University of Hong Kong, China
Ayelet Fishbach, University of Chicago, USA
Christopher Hsee, University of Chicago, USA
Contrary to existing research showing uncertainty aversion, we find that uncertainty increases motivation: People invest more time, effort, and money to pursue uncertain rewards (e.g., a 50% chance at $10) than certain rewards of higher expected values (e.g., $10 for certain).
[ to cite ]:
Luxi Shen, Ayelet Fishbach, and Christopher Hsee (2014) ,"Uncertainty Increases Motivation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 681-682.