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

• Main Authors: du PLESSIS, Christilene, STEPHEN, Andrew T, BART, Yakov, GONCALVES, Dilney
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5798
• Institution: Singapore Management University

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 integra...