Turning Uncertainty into Opportunity: Preference Uncertainty Can Be Beneficial When Consumers Have Outcome Uncertainty

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ID: 328958
2026
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Abstract
Abstract Consumers can experience two types of uncertainty when purchasing a product. Preference uncertainty refers to the uncertainty associated with the horizontal product benefits one desires (e.g., “How strong do I want my coffee to be?”). Outcome uncertainty refers to the uncertainty associated with the actual benefits the product will deliver (e.g., “How strong will the coffee be?”). Ideally, retailers should strive for outcome certainty (i.e., standardize the strength profile of their coffee [coffees in their line]), and help consumers achieve preference certainty (i.e., help consumers learn their ideal coffee strength), so that consumers can purchase the appropriate product with confidence (i.e., achieve a preference-outcome match). Yet there are situations where high outcome uncertainty is a characteristic of the product class, after controlling for quality (e.g., flavor profile of wine). When outcome uncertainty is high, we paradoxically find that high preference uncertainty leads to more purchase intent than low preference uncertainty. We show this occurs because people are more optimistic that they will maximize their utility when preference uncertainty is high (i.e., multiple outcomes could potentially be the best match for their preference) than low (i.e., only one outcome could be the best match for their preference).
Reference Key
openalex_W7213439880 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Wang Xiang, Amin Shiri, Chris Janiszewski
Journal journal of consumer research
Year 2026
DOI
10.1093/jcr/ucag037
URL
https://doi.org/10.1093/jcr/ucag037
Keywords Keywords not found

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