A Goal Dependent Model of Certainty and Information Seeking

A foundational effect in psychology and consumer behavior is that certainty decreases information seeking. In contrast, we demonstrate that activating an instrumental goal can reverse this classic relationship: certainty produces more information seeking. Five experiments offer support for the hypothesis.



Citation:

Sharlene He and Derek Rucker (2016) ,"A Goal Dependent Model of Certainty and Information Seeking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 472-473.

Authors

Sharlene He, Northwestern University, USA
Derek Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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