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Article: When uncertainty brings pleasure: The role of prospect imageability and mental imagery
Title | When uncertainty brings pleasure: The role of prospect imageability and mental imagery |
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Authors | |
Keywords | Business and economics Marketing and purchasing |
Issue Date | 2009 |
Publisher | University 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? |
Abstract | Consumers 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 Identifier | http://hdl.handle.net/10722/125575 |
ISSN | 2021 Impact Factor: 8.612 2020 SCImago Journal Rankings: 8.916 |
ISI Accession Number ID | |
References |
DC Field | Value | Language |
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dc.contributor.author | Lee, YH | en_HK |
dc.contributor.author | Qiu, C | en_HK |
dc.date.accessioned | 2010-10-31T11:39:17Z | - |
dc.date.available | 2010-10-31T11:39:17Z | - |
dc.date.issued | 2009 | en_HK |
dc.identifier.citation | Journal Of Consumer Research, 2009, v. 36 n. 4, p. 624-633 | en_HK |
dc.identifier.issn | 0093-5301 | en_HK |
dc.identifier.uri | http://hdl.handle.net/10722/125575 | - |
dc.description.abstract | Consumers 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.language | eng | en_HK |
dc.publisher | University of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR | en_HK |
dc.relation.ispartof | Journal of Consumer Research | en_HK |
dc.subject | Business and economics | - |
dc.subject | Marketing and purchasing | - |
dc.title | When uncertainty brings pleasure: The role of prospect imageability and mental imagery | en_HK |
dc.type | Article | en_HK |
dc.identifier.openurl | http://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+imagery | en_HK |
dc.identifier.email | Qiu, C: cqiu@business.hku.hk | en_HK |
dc.identifier.authority | Qiu, C=rp01091 | en_HK |
dc.description.nature | published_or_final_version | - |
dc.identifier.doi | 10.1086/599766 | en_HK |
dc.identifier.scopus | eid_2-s2.0-73349096312 | en_HK |
dc.identifier.hkuros | 173494 | en_HK |
dc.relation.references | http://www.scopus.com/mlt/select.url?eid=2-s2.0-73349096312&selection=ref&src=s&origin=recordpage | en_HK |
dc.identifier.volume | 36 | en_HK |
dc.identifier.issue | 4 | en_HK |
dc.identifier.spage | 624 | en_HK |
dc.identifier.epage | 633 | en_HK |
dc.identifier.isi | WOS:000271426000008 | - |
dc.publisher.place | United States | en_HK |
dc.identifier.scopusauthorid | Lee, YH=13105803500 | en_HK |
dc.identifier.scopusauthorid | Qiu, C=23490209700 | en_HK |
dc.identifier.citeulike | 4389292 | - |
dc.identifier.issnl | 0093-5301 | - |