Guilt-Free Indulgence At the Cost of Certainty

Extant research suggests that consumers are uncertainty-averse. In contrast, we show that instead of avoiding uncertainty, consumers choose a probabilistic mixture of multiple options over a single certain option despite not being indifferent between the options. We further show that consumers choose uncertain options as a guilt reduction mechanism.



Citation:

M. Yavuz Acikalin, Uzma Khan, and Baba Shiv (2017) ,"Guilt-Free Indulgence At the Cost of Certainty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 42-46.

Authors

M. Yavuz Acikalin, Stanford University, USA
Uzma Khan, University of Miami, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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