Illusory Control As a Determinant of Ambiguity Seeking

Despite the dominant propensity of ambiguity aversion, ambiguity seeking has also been observed. This research examines two situational variables that contribute to the phenomenon of ambiguity seeking, and explains the psychological process in terms of illusory control perception. Results of two studies show that, people may demonstrate greater ambiguity seeking when a gamble is played in distant (vs. near) future (study 1), or when consumers have (vs. do not have) an option to select a product item from a chosen product (study 2). Study 2 furthers our understanding about the psychological process by showing the mediating role of illusory control in influencing product preferences.


Liang Song and Yih Hwai Lee (2011) ,"Illusory Control As a Determinant of Ambiguity Seeking", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 787-788.


Liang Song, National University of Singapore, Singapore
Yih Hwai Lee, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 39 | 2011

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