How Probability Information Impacts Outcome Judgments

Consumers are more likely to purchase products that provide larger perceived potential benefits. When assessing the magnitude of products’ potential benefits, consumers often encounter information about their probability of occurring. We find that consumers perceive larger-probability product benefits to be larger in magnitude, which biases their purchase decisions.

Citation:

Daniella Kupor and Kristin Laurin (2020) ,"How Probability Information Impacts Outcome Judgments", 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: 943-948.