Abstract
Missing information (MI), if detected, often leads to alternative discounting. However, inferences reduce uncertainty of MI and thus reduce discounting. This paper suggests that discounting results not only from uncertainty of MI, but from consumer’s overall “confidence in evaluating" (CE). Confidently held inferences help resolve MI uncertainty, improve CE and attenuate discounting. This mediating role of CE suggests discounting/evaluation effects could also be observed in ‘non-MI’ contexts involving other types of uncertainty detection and resolution. An experiment demonstrates the role of CE, and a model proposes interactive effects of sources of uncertainty, and uncertainty detection and resolution on overall CE and discounting. The model extends the long observed discounting effect of MI to broader situations and highlights roles of ambiguity detection/resolution in evaluation effects.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2006 Abstracts & programme |
| Subtitle of host publication | Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance |
| Editors | Yunus Ali, Maria van Dessel |
| Place of Publication | Brisbane, Qld. |
| Publisher | Queensland University of Technology |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 1741071593 |
| Publication status | Published - 2006 |
| Event | Australian and New Zealand Marketing Academy Conference (2006) - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2006) |
|---|---|
| City | Brisbane |
| Period | 4/12/06 → 6/12/06 |