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 MoreFeatured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
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
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