The Power of Uncertainty

Luxi Shen, CUHK Business School, Hong Kong
Christopher Hsee, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Do people repeat an action more if the outcome of the action is certain than if it is uncertain? We find that consumers, for example, repeat the purchase more for an uncertain discount than a certain discount, because the desire to resolve uncertainty has extra motivational power.
[ to cite ]:
Luxi Shen, Christopher Hsee, and Ayelet Fishbach (2015) ,"The Power of Uncertainty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 690-690.