Companies often market products of uncertain qualities with probabilistic promotions (e.g., 50% chance of getting 15% off; 50% chance of getting 45% off). A product provides uncertain qualities to
Human beings often strive to be rational and consistent in their decision making. As a result, a great deal of academic research has been devoted to understanding the decision strategies that promote
Gneezy, List, and Wu (2006) documented the intriguing uncertainty effect (UE) where risky prospects are valued less than their worst outcome. For example, people are willing to pay an average of $26
Pride is a self-conscious emotion shown to generate appraisals of increased self-worth, which can have a diametric influence on self-control efforts. In some instances, pride’s increased self-worth
Anecdotal evidence has suggested that behavior and consumption are related with the emotion that a person is experiencing. In deed, research on incidental or ambient emotions has discovered the