Reducing uncertainty by increasing it: How inducing uncertainty in uncertainty appraisals of reviewer trustworthiness attenuates bias correction and product devaluation

Author

• Christilene du PLESSIS, Singapore Management UniversityFollow
• Andrew STEPHEN, Oxford University
• Yakov BART, Northeastern University
• Dilney GONCALVES, IE Business School

Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

10-2016

Abstract

A field study and two experiments show that when elaboration makes consumers doubt the validity of their doubt, uncertainty is deemed incidental in judgment formation and product devaluation does not occur. However, when elaboration confirms the validity of their doubt, uncertainty is deemed integral in judgment formation and devaluation occurs.

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

NA - Advances in Consumer Research Volume 44 (2016)

Volume

44

First Page

431

Last Page

432

Publisher

Association for Consumer Research

City or Country

Duluth, MN

Citation

du PLESSIS, Christilene; STEPHEN, Andrew; BART, Yakov; and GONCALVES, Dilney. Reducing uncertainty by increasing it: How inducing uncertainty in uncertainty appraisals of reviewer trustworthiness attenuates bias correction and product devaluation. (2016). NA - Advances in Consumer Research Volume 44 (2016). 44, 431-432.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5798

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.