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
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