From Strong Uncertainty-Loathing to Strong Uncertainty-Loving

We propose a theoretical framework and present empirical evidence to reconcile two starkly contradictory findings in the literature: extreme uncertainty-loathing by Gneezy et al. (2006) and extreme uncertainty-loving by Shen et al. (2015).


Luxi Shen (2017) ,"From Strong Uncertainty-Loathing to Strong Uncertainty-Loving", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 879-880.


Luxi Shen, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 45 | 2017

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