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| Author: | Taylor, K.A. |
| Title: | Explaining individual and task differences in consumer attitudes toward ambiguity |
| Journal: | Marketing Letters
2000 : MAY, VOL. 11:2, p. 117-127 |
| Index terms: | Consumer behaviour Decision making Uncertainty |
| Language: | eng |
| Abstract: | Consumers frequently face choices involving ambiguity, or uncertainty about the probabilities of the various possible outcomes. Past research has found that attitudes towards ambiguity vary across tasks. The purpose of this paper is to suggest that such variation in consumer attitudes can be explained by examining the nature of the source of uncertainty. It is suggested that consumers will have different attitudes depending upon whether the ambiguity is generated internally or externally. |
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