Michael Tsiros
Professor, University of Miami, USA.
Juliano Laran
Assistant Professor, University of Miami, USA.An Investigation of the Effectiveness of Marketing
Promotions Involving Uncertainty
The authors provide a framework to predict when uncertainty will
have a beneficial or detrimental impact on product
promotions. Using field and laboratory studies, the
authors demonstrate that uncertainty has a negative impact on the
likelihood that consumers will take advantage of the product offer in
affect-poor decision contexts, while it has a positive impact in affect-
rich decision contexts. They link this phenomenon to product
attachment and test its boundary conditions. This research
has both theoretical implications for research on uncertainty and
product attachment and practical implications for managers designing
and implementing promotional campaigns.