Reconsidering Uncertainty in Preannouncements

Drawing from signaling theory, extant preannouncement literature views uncertainty as generally negative. We introduce a more nuanced perspective and show that the effect of preannouncement uncertainty on market anticipation depends on the immediacy of a decision. Thus, this article suggests a novel strategy for increasing market anticipation.


Roland Schroll and Reinhard Grohs (2015) ,"Reconsidering Uncertainty in Preannouncements", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 684-685.


Roland Schroll, University of Innsbruck, Austria
Reinhard Grohs, Private University Seeburg Castle


NA - Advances in Consumer Research Volume 43 | 2015

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