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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More

Featured

A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

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.