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.



Citation:

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: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.