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).


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More


When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More


F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

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.