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dc.contributor.authorKetelaar, Paul
dc.contributor.authorVan'T Riet, Jonathan
dc.contributor.authorThorbjørnsen, Helge
dc.contributor.authorBuijzen, Moniek
dc.date.accessioned2019-06-07T07:35:25Z
dc.date.available2019-06-07T07:35:25Z
dc.date.created2016-11-14T15:23:11Z
dc.date.issued2018
dc.identifier.citationInternational Journal of Advertising. 2018, 37 (2), 256-269.nb_NO
dc.identifier.issn0265-0487
dc.identifier.urihttp://hdl.handle.net/11250/2600259
dc.description.abstractPositive 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. Research has shown that when uncertainty is associated with something positive, consumers may prefer uncertainty to certainty. In a between-subjects experimental design with a large US (n = 446) and Japanese sample (n = 453), the present study demonstrates that positive uncertainty increases consumers’ positive feelings when they evaluate a product, particularly for high-involvement products that allow consumers to imagine and speculate about potentially positive product benefits. Unexpectedly, the study findings are consistent across the two different markets, which vary substantially in terms of consumers’ level of uncertainty avoidance. Specifically, results show that futureframed advertisements are effective in generating positive uncertainty and that positive uncertainty generates positive attitudes, both in countries scoring high (Japan) and low (USA) on uncertainty avoidance.nb_NO
dc.language.isoengnb_NO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectpositive uncertaintynb_NO
dc.subjectfuture-framed advertisingnb_NO
dc.subjectUSA and Japannb_NO
dc.subjectattitude toward the adnb_NO
dc.subjectattitude toward the brandnb_NO
dc.subjectattitude toward the productnb_NO
dc.titlePositive uncertainty: the benefit of the doubt in advertisingnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionpublishedVersionnb_NO
dc.subject.nsiVDP::Social science: 200::Economics: 210::Economics: 212nb_NO
dc.source.pagenumber256-269nb_NO
dc.source.volume37nb_NO
dc.source.journalInternational Journal of Advertisingnb_NO
dc.source.issue2nb_NO
dc.identifier.doi10.1080/02650487.2016.1231163
dc.identifier.cristin1400272
cristin.unitcode191,0,0,0
cristin.unitnameNorges Handelshøyskole
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
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