The differential impact of uncertainty on the evaluation of material and experiential purchases

Although individuals generally find uncertainty aversive when making purchases, there are decision contexts in which it is viewed more favorably. In this research, we examine whether uncertainty is viewed more positively when people are contemplating a particular type of purchase—when considering experiential rather than material purchases. We propose that uncertainty is more desirable when it comes to the former. Using two lab studies ( N = 402, N = 201), a large secondary dataset ( N = 3,647), and an evaluation of marketing materials ( N = 160), we find that people have a more favorable view of uncertainty when it comes to experiential purchases.