When Uncertainty Brings Pleasure: the Role of Outcome Imageability and Mental Imagery
Consumers generally prefer certainty to uncertainty, and as such often shun away from uncertain situations. Our research, however, demonstrates that consumers facing uncertainty (than certainty) associated with a future positive event (e.g., winning a lucky draw but not knowing the particular prize won) can experience greater, non-fleeting positive feelings. We further uncover the mechanism underlying such effect. Specifically, the durability of the pleasurable uncertainty effect hinges on the level of imagery elaboration that consumers generate from the various possible favorable outcomes (e.g., imagining the possible prizes in a lucky draw). Results from two experiments provide support for our framework.
Cheng Qiu and Yih Hwai Lee (2008) ,"When Uncertainty Brings Pleasure: the Role of Outcome Imageability and Mental Imagery", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 690-691.
Cheng Qiu, University of Hong Kong, China
Yih Hwai Lee, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 35 | 2008
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates
Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA