8F Does Feeling Ignorant Give Us More Control?

This research attempts to further distinguish between variants of uncertainty in a novel way. We investigate aleatory (chance) and epistemic (knowledge) uncertainty in their effect of perceived control. We find that aleatory uncertainty leads to lower perceptions of control whereas epistemic uncertainty leads to higher perceptions of control.


Donald Ryan Gaffney, Robert Wyer Jr., and Frank R. Kardes (2019) ,"8F Does Feeling Ignorant Give Us More Control?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 970-970.


Donald Ryan Gaffney, University of Cincinnati, USA
Robert Wyer Jr., University of Cincinnati, USA
Frank R. Kardes, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 47 | 2019

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