The Uncertain Value of Uncertainty: When Consumers Are Unwilling to Pay for What They Like
Published Online:22 Oct 2019https://doi.org/10.1287/mnsc.2019.3426
References
- (2007) Decisions by rules: The case of unwillingness to pay for beneficial delays. J. Marketing Res. 44(1):142–152.Crossref, Google Scholar
- (2008) The dissociation between monetary assessment and predicted utility. Marketing Sci. 27(6):1055–1064.Link, Google Scholar
- (2009) The feeling of uncertainty intensifies affective reactions. Emotion 9(1):123–127.Crossref, Google Scholar
- (1964) Measuring utility by a single-response sequential method. Behav. Sci. 9(3):226–232.Crossref, Google Scholar
- (1956) Post-decision changes in desirability of alternative. J. Abnormal Soc. Psych. 52(3):384–389.Crossref, Google Scholar
- (2014) More intense experiences, less intense forecasts: Why people overweight probability specifications in affective forecasts. J. Personality Soc. Psych. 106(1):20–36.Crossref, Google Scholar
- (2010) How choice affects and reflects preferences: Revisiting the free-choice paradigm. J. Personality Soc. Psych. 99(4):573–594.Crossref, Google Scholar
- (2008) Probabilistic goods: A creative way of selling products and services. Management Sci. 27(4):675–690.Google Scholar
- (2006) The uncertainty effect: When a risky prospect is valued less than its worst possible outcome. Quart. J. Econom. 121(4):1283–1309.Crossref, Google Scholar
- (2010) Can uncertainty improve promotions? J. Marketing Res. 47(6):1070–1077.Crossref, Google Scholar
- (1987) Expression theory and the preference reversal phenomenon. Psych. Rev. 94(2):236–254.Crossref, Google Scholar
- (1979) Economic theory of choice and the preference reversal phenomenon. Amer. Econom. Rev. 69(4):623–638.Google Scholar
- (2004) Music, pandas, and muggers: On the affective psychology of value. J. Experiment. Psych. General 133(1):23–30.Crossref, Google Scholar
- (1999) Economic preferences or attitude expressions? An analysis of dollar responses to public issues. J. Risk Uncertainty 19(1–3):203–237.Crossref, Google Scholar
- (1971) Reversals of preference between bids and choices in gambling decisions. J. Experiment. Psych. 89(1):46–55.Crossref, Google Scholar
- (2010) Valuing money and things: Why a $20 item can be worth more and less than $20. Management Sci. 56(5):816–830.Link, Google Scholar
- (2017) When risk is weird: Unexplained transaction features lower valuations. Management Sci. 64(11):5395–5404.Link, Google Scholar
- (2012) Why are lotteries valued less? Multiple tests of a direct risk-aversion mechanism. Judgment Decision Making 7(1):19–24.Crossref, Google Scholar
- (2019) Preference reversals in willingness-to-pay and choice. J. Consumer Res. 45(6):1315–1330.Google Scholar
- (1998) The red and the black: Mental accounting of savings and debt. Marketing Sci. 17(1):4–28.Link, Google Scholar
- (2001) Money, kisses, and electric shocks: An affective psychology of risk. Psych. Sci. 12(3):185–190.Crossref, Google Scholar
- (1989) Cognitive processes in preference reversals. Organ. Behav. Human Decision Processes 44(2):203–231.Crossref, Google Scholar
- (2017) Seller beware: How bundling affects valuation. J. Marketing Res. 54(5):737–751.Crossref, Google Scholar
- (1994) Uncertainty and the difficulty of thinking through disjunctions. Cognition 50(1–3):403–430.Crossref, Google Scholar
- (2015) The motivating-uncertainty effect: Uncertainty increases resource investment in the process of reward pursuit. J. Consumer Res. 41(5):1301–1315.Crossref, Google Scholar
- (2011) False-positive psychology: Undisclosed flexibility in data collection and analysis allows presenting anything as significant. Psych. Sci. 22(11):1359–1366.Crossref, Google Scholar
- (2009) Direct risk aversion: Evidence from risky prospects valued below their worst outcome. Psych. Sci. 20(6):686–692.Crossref, Google Scholar
- (1992) The disjunction effect in choice under uncertainty. Psych. Sci. 3(5):305–309.Crossref, Google Scholar
- (1990) The causes of preference reversal. Amer. Econom. Rev. 80(1):204–217.Google Scholar
- (2018) Extreme malleability of consumer preferences: Absolute preference sign changes under uncertainty. J. Behav. Decision Making 32(1):38–46.Crossref, Google Scholar
- (2012) A reference price theory of the endowment effect. J. Marketing Res. 49(5):696–707.Crossref, Google Scholar
- (2013) Framing influences willingness to pay but not willingness to accept. J. Marketing Res. 50(6):725–738.Crossref, Google Scholar

