Can a reward of an uncertain magnitude be more motivating than a reward of a certain
magnitude? This research documents the motivating-uncertainty effect and specifies when …

This research studies repetition decisions—namely, whether to repeat a behavior (eg, a
purchase) after receiving an incentive (eg, a discount). Can uncertainty drive repetition …

People often need to trade off between the probability and magnitude of the rewards that
they could earn for investing effort. The present paper proposes that the conjunction of two …

Many consumer promotions involve uncertainty (eg, purchase incentives offering the chance
to receive one of several rewards). Despite retailers' heavy reliance on such promotions …

Why would people pay more for a 50giftcertificatethanfortheopportunitytorecei… 50 or 100,
withequalprobability?Thisarticleexaminesthreepossiblemechanis…(UE):First,awarenessofthebetteroutcomemaydevaluet …

The authors provide a framework to predict when uncertainty will have a beneficial or
detrimental impact on marketing promotions involving free gifts. Whereas uncertainty (ie, not …

We formulate, estimate, and analyze a model of consumer response to promotions where
consumers' receipt of the promotional reward is uncertain. The model incorporates …

Human beings have countless desires but bounded resources, and this limitation makes
them choose between alternatives. Consumers are encouraged to be aware of the best …

This article examines how uncertainty about prices affects:(1) the budget consumers allocate
for purchasing a product and (2) consumer price thresholds (ie, the prices that are …

This research examines how incidentally induced consumer curiosity influences subsequent
indulgent decisions. Prior research has primarily focused on the effect of curiosity on …