The Unresolved Uncertainty Effect: Do Brands Gain Or Lose Stars When Consumers Have to Wait For Resolution of Brand-Led Uncertainty?

This research investigates when consumers (dis)like a waiting period and its cause. With four studies, we show that the net effect of a brand-led waiting period is positive. This effect is driven by the heightened excitement of high-construal individuals whereas low-construal people experience discomfort during the waiting period.



Citation:

Arash Talebi, Sonja Prokopec, and Ayse Onculer (2020) ,"The Unresolved Uncertainty Effect: Do Brands Gain Or Lose Stars When Consumers Have to Wait For Resolution of Brand-Led Uncertainty?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 726-725.

Authors

Arash Talebi, EDHEC Business School, France
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Featured

E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

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.