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

Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Featured

Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity

Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA

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.