Ambiguity Seeking in Payoffs As a Source of Consumer Patience

Four experiments show that adding ambiguity to larger-later payoffs increases the appeal of future options and thereby produces greater patience and the promise of better decisions. We attribute this effect to congruity between the future’s uncertainty and ambiguity’s uncertainty. Potential positive ambiguity effects and larger range-payoff effects are ruled out.


Yuanyuan Liu, Timothy B. Heath, and Ayse Önçüler (2013) ,"Ambiguity Seeking in Payoffs As a Source of Consumer Patience", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Yuanyuan Liu, ESSEC Business School, France
Timothy B. Heath, HEC Paris, France
Ayse Önçüler, ESSEC Business School, France


NA - Advances in Consumer Research Volume 41 | 2013

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