Uncertainty Increases Motivation

Contrary to existing research showing uncertainty aversion, we find that uncertainty increases motivation: People invest more time, effort, and money to pursue uncertain rewards (e.g., a 50% chance at $10) than certain rewards of higher expected values (e.g., $10 for certain).



Citation:

Luxi Shen, Ayelet Fishbach, and Christopher Hsee (2014) ,"Uncertainty Increases Motivation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 681-682.

Authors

Luxi Shen, Chinese University of Hong Kong, China
Ayelet Fishbach, University of Chicago, USA
Christopher Hsee, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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