Reducing Uncertainty By Increasing It: How Inducing Uncertainty in Uncertainty Appraisals of Reviewer Trustworthiness Attenuates Bias Correction and Product Devaluation

A field study and two experiments show that when elaboration makes consumers doubt the validity of their doubt, uncertainty is deemed incidental in judgment formation and product devaluation does not occur. However, when elaboration confirms the validity of their doubt, uncertainty is deemed integral in judgment formation and devaluation occurs.



Citation:

Christilene du Plessis, Andrew T Stephen, Yakov Bart, and Dilney Goncalves (2016) ,"Reducing Uncertainty By Increasing It: How Inducing Uncertainty in Uncertainty Appraisals of Reviewer Trustworthiness Attenuates Bias Correction and Product Devaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 431-432.

Authors

Christilene du Plessis, Rotterdam School of Management, The Netherlands
Andrew T Stephen, Oxford University, UK
Yakov Bart, Northeastern University, USA
Dilney Goncalves, IE Business School, Spain



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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