From Strong Uncertainty-Loathing to Strong Uncertainty-Loving

Luxi Shen, Chinese University of Hong Kong, China
We propose a theoretical framework and present empirical evidence to reconcile two starkly contradictory findings in the literature: extreme uncertainty-loathing by Gneezy et al. (2006) and extreme uncertainty-loving by Shen et al. (2015).
[ to cite ]:
Luxi Shen (2017) ,"From Strong Uncertainty-Loathing to Strong Uncertainty-Loving", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 879-880.