19-E: Surprise Me! How Uncertainty Labels Affect Product Consumption

Uncertainty labels, such as “mystery” or “surprise” are frequently used to encourage product choice e.g. “surprise sale”, Kinder Surprise®. Yet, the actual consumption consequences of these labels are poorly understood. Across five studies, we show that labels of uncertainty increase indulgent consumption, holding the actual level of uncertainty constant.


Anika Schumacher, Caroline Goukens, Kelly Geyskens, and Martin Reimann (2017) ,"19-E: Surprise Me! How Uncertainty Labels Affect Product Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1058-1058.


Anika Schumacher, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Martin Reimann, University of Arizona, USA


NA - Advances in Consumer Research Volume 45 | 2017

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