• Positive uncertainty: the benefit of the doubt in advertising 

      Ketelaar, Paul; Van'T Riet, Jonathan; Thorbjørnsen, Helge; Buijzen, Moniek (Journal article; Peer reviewed, 2018)
      Positive uncertainty refers to uncertainty surrounding an anticipated positive outcome. It provides consumers with the opportunity to imagine and speculate on a product’s or experience’s potentially positive characteristics. ...