Inclusion Versus Exclusion: the Effect of Perceived Uncertainty on Screening Strategies

Rajani Ganesh Pillai, North Dakota State University, USA
Xin He, University of Central Florida, USA
Raj Echambadi, University of Central Florida, USA
This paper investigates the role of perceived uncertainty on the preference for a screening strategy. Two studies in this paper show that consumers high in uncertainty are more likely to choose exclusion screening strategy whereas those consumers low in uncertainty are more likely to use inclusion strategy. Using mediation analyses, the authors show in Study 1 that the effect of perceived uncertainty on screening strategy is primarily driven by the perceived accuracy of the strategy rather than effort saving. Finally, to enhance the external validity, in Study 2, the authors successfully replicate the experimental findings by analyzing the verbal protocol data from the popular TV game show Who Wants to be a Millionaire?
[ to cite ]:
Rajani Ganesh Pillai, Xin He, and Raj Echambadi (2009) ,"Inclusion Versus Exclusion: the Effect of Perceived Uncertainty on Screening Strategies", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 660-661.