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Article: When uncertainty brings pleasure: The role of prospect imageability and mental imagery

TitleWhen uncertainty brings pleasure: The role of prospect imageability and mental imagery
Authors
KeywordsBusiness and economics
Marketing and purchasing
Issue Date2009
PublisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR
Citation
Journal Of Consumer Research, 2009, v. 36 n. 4, p. 624-633 How to Cite?
AbstractConsumers generally prefer certainty to uncertainty, which leads them to shun uncertain situations. This research demonstrates, however, that consumers facing uncertainty (rather than certainty) associated with a positive event (e.g., winning a lucky draw but not knowing the exact prize won) can experience greater, longerlasting positive feelings. The sustainability of this pleasurable uncertainty effect hinges on the (right) level of imagery elaboration that consumers generate about the various possible favorable prospects of the event (e.g., imagining the possible prizes from winning a lucky draw). Findings from two experiments support the proposed imageability-based framework. © 2009 by Journal of Consumer Research, Inc.
Persistent Identifierhttp://hdl.handle.net/10722/125575
ISSN
2015 Impact Factor: 3.187
2015 SCImago Journal Rankings: 4.896
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorLee, YHen_HK
dc.contributor.authorQiu, Cen_HK
dc.date.accessioned2010-10-31T11:39:17Z-
dc.date.available2010-10-31T11:39:17Z-
dc.date.issued2009en_HK
dc.identifier.citationJournal Of Consumer Research, 2009, v. 36 n. 4, p. 624-633en_HK
dc.identifier.issn0093-5301en_HK
dc.identifier.urihttp://hdl.handle.net/10722/125575-
dc.description.abstractConsumers generally prefer certainty to uncertainty, which leads them to shun uncertain situations. This research demonstrates, however, that consumers facing uncertainty (rather than certainty) associated with a positive event (e.g., winning a lucky draw but not knowing the exact prize won) can experience greater, longerlasting positive feelings. The sustainability of this pleasurable uncertainty effect hinges on the (right) level of imagery elaboration that consumers generate about the various possible favorable prospects of the event (e.g., imagining the possible prizes from winning a lucky draw). Findings from two experiments support the proposed imageability-based framework. © 2009 by Journal of Consumer Research, Inc.en_HK
dc.languageengen_HK
dc.publisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCRen_HK
dc.relation.ispartofJournal of Consumer Researchen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subjectBusiness and economics-
dc.subjectMarketing and purchasing-
dc.titleWhen uncertainty brings pleasure: The role of prospect imageability and mental imageryen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0093-5301&volume=36&issue=4&spage=624&epage=633&date=2009&atitle=When+uncertainty+brings+pleasure:+the+role+of+prospect+imageability+and+mental+imageryen_HK
dc.identifier.emailQiu, C: cqiu@business.hku.hken_HK
dc.identifier.authorityQiu, C=rp01091en_HK
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.1086/599766en_HK
dc.identifier.scopuseid_2-s2.0-73349096312en_HK
dc.identifier.hkuros173494en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-73349096312&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume36en_HK
dc.identifier.issue4en_HK
dc.identifier.spage624en_HK
dc.identifier.epage633en_HK
dc.identifier.isiWOS:000271426000008-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridLee, YH=13105803500en_HK
dc.identifier.scopusauthoridQiu, C=23490209700en_HK
dc.identifier.citeulike4389292-

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