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.
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: 726-728.
Arash Talebi, EDHEC Business School, France
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
NA - Advances in Consumer Research Volume 48 | 2020
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Wumei Liu, Lanzhou University
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Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
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