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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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