How Uncertainty Boosts Confidence in Consumption Decisions

Can consumers gain confidence from uncertainty? Under conditions of incidental uncertainty, processing of subjective consumption decisions becomes more fluent, faster, and more favorable to the chosen alternative, leading consumers to believe they have made a better decision.



Citation:

Rory Waisman and Gerald Häubl (2020) ,"How Uncertainty Boosts Confidence in Consumption Decisions", 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.

Authors

Rory Waisman, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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