Missing information and discounting: exploration and extension

Sandra Burke

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
EditorsYunus Ali, Maria van Dessel
Place of PublicationBrisbane, Qld.
PublisherQueensland University of Technology
Number of pages7
ISBN (Print)1741071593
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006


ConferenceAustralian and New Zealand Marketing Academy Conference (2006)


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