Loss Aversion: The Impact of Uncertainty on Experiential Product Preference

Individuals experience uncertain at a high frequency for all ages. It seems that people make almost all of the key decisions with various kinds of uncertainty, such as investment and life planning. Uncertainty has a great influence on consumers' emotion judgement, decision making and behavior....

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 48; pp. 773 - 775
Main Authors Wang, Lili, Zhang, Xuan, Lyu, Wei
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2020
Subjects
Consumer behavior
Decision making
Influence
Uncertainty
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Summary:Individuals experience uncertain at a high frequency for all ages. It seems that people make almost all of the key decisions with various kinds of uncertainty, such as investment and life planning. Uncertainty has a great influence on consumers' emotion judgement, decision making and behavior. How does uncertainty influence consumers' product preference, particularly for experiential vs. material preference?
ISSN:0098-9258