Surprise! the Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
We propose that while uncertainty is something that most consumers will typically want to avoid when making a material purchase, it plays a different, more positive role when evaluating and consuming an experiential purchase. Our conceptual framework is supported by a series of seven studies.
Iñigo Gallo, LILY JAMPOL, Alberto Rampullo, and Thomas Gilovich (2018) ,"Surprise! the Positive Impact of Uncertainty on the Evaluation of Experiential Purchases", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 551-552.
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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