Ambiguity Aversion and the Preference for Established Brands

References

• Anand B. N., Shachar R. Brands as beacons: A new source of loyalty to multi-product firms. J. Marketing Res. (2004) 41(May):135–150Crossref, Google Scholar
• Becker S. W., Brownson F. O. What price ambiguity? Or the role of ambiguity in decision-making. J. Political Econom. (1964) 72:62–73Crossref, Google Scholar
• Briley D. A., Wyer R. S. The effect of group membership salience on the avoidance of negative outcomes: Implications for social and consumer decisions. J. Consumer Res. (2003) 29(December):400–415Google Scholar
• Camerer C., Weber M. Recent developments in modeling preferences: Uncertainty and ambiguity. J. Risk Uncertainty (1992) 5:325–370Crossref, Google Scholar
• Curley S. P., Yates F. J., Abrams R. A. Psychological sources of ambiguity avoidance. Organ. Behav. Human Decision Processes (1986) 38:230–256Crossref, Google Scholar
• Einhorn H. J., Hogarth R. M. Ambiguity and uncertainty in probabilistic inference. Psych. Rev. (1985) 92(4):433–460Crossref, Google Scholar
• Ellsberg D. Risk, ambiguity and savage axioms. Quart. J. Econom. (1961) 75(November):643–669Crossref, Google Scholar
• Erdem T., Swait J. Brand equity as a signaling phenomenon. J. Consumer Psych. (1998) 7(2):131–157Crossref, Google Scholar
• Erdem T., Swait J. Brand credibility, brand consideration, and choice. J. Consumer Res. (2004) 31(June):191–198Crossref, Google Scholar
• Erdem T., Swait J. Brand effects on choice and choice set formation under uncertainty. Marketing Sci. (2007) 26(5):679–697Link, Google Scholar
• Fiske S. T., Taylor S. E.Social Cognition (1991) (McGraw-Hill, New York) Crossref, Google Scholar
• Förster J., Liberman N., Kruglanski A. W., Higgins E. T. Knowledge activation. Social Psychology: Handbook of Basic Principles (2007) 2nd ed.(Guilford Press, New York) 201–231Google Scholar
• Fox C. R., Tversky A. Ambiguity aversion and comparative ignorance. Quart. J. Econom. (1995) 110(August):585–603Crossref, Google Scholar
• Fox C. R., Weber M. Ambiguity aversion, comparative ignorance, and decision context. Organ. Behav. Human Decision Processes (2002) 88(May):476–498Crossref, Google Scholar
• Frisch D., Baron J. Ambiguity and rationality. J. Behav. Decision Making (1988) 1:149–157Crossref, Google Scholar
• Heath C., Tversky A. Preference and belief: Ambiguity and competence in choice under uncertainty. J. Risk Uncertainty (1991) 4(1):5–28Crossref, Google Scholar
• Keller K. L.Strategic Brand Management (1998) (Houghton Mifflin, Upper Saddle River, NJ) Google Scholar
• Knight F.Risk, Uncertainty, and Profit (1921) (Houghton Mifflin, Boston) Crossref, Google Scholar
• Muthukrishnan A. V., Kardes F. Persistent preferences for product attributes: The effects of initial choice context and uninformative experience. J. Consumer Res. (2001) 28(June):89–104Crossref, Google Scholar
• Sarin R., Weber M. Effects of ambiguity in market experiments. Management Sci. (1993) 39(5):602–615Link, Google Scholar
• Savage L. J.The Foundations of Statistics (1954) (John Wiley & Sons, New York) Google Scholar
• Schwarz N., Strack F. Manipulating salience. Personality Soc. Psych. Bull. (1981) 7(4):554–558Crossref, Google Scholar
• Slovic P., Tversky A. Who accepts savage's axiom? Behavioral Sci. (1974) 19:368–373Crossref, Google Scholar
• Taylor S. E., Fiske S., Berkowitz L. Salience, attention, and attribution: Top of the head phenomena. Advances in Experimental Social Psychology (1978) 11(Academic Press, New York) 249–288Google Scholar
• Taylor S. E., Thompson S. C. Stalking the elusive vividness effect. Psych. Rev. (1982) 89:155–181Crossref, Google Scholar
• Trautmann S., Vieider F., Wakker P. Causes of ambiguity aversion: Known versus unknown preferences. J. Risk Uncertainty (2008) 36:225–243Crossref, Google Scholar
• Wathieu L., Muthukrishnan A. V., Bronnenberg B. The asymmetric effect of discount retraction on subsequent choice. J. Consumer Res. (2004) 31(December):652–657Crossref, Google Scholar
• Wernerfelt B. Umbrella branding as a signal of new product quality: An example of signaling by posting a bond. RAND J. Econom. (1988) 19(3):458–466Crossref, Google Scholar