Losing Fast Or Slow? Preferences For Uncertainty Resolution

Is losing better resolved quickly, or does holding onto hope for a positive outcome improve an otherwise negative experience? In three lab studies and one field study, consumers preferred to learn that they would lose later in a game compared to winning, but changed their preference after playing the game.



Citation:

Kurt P. Munz and Alixandra Barasch (2018) ,"Losing Fast Or Slow? Preferences For Uncertainty Resolution", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 220-225.

Authors

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions

Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.