Can Uncertainty Improve Promotions?

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The Teasing Effect: An Underappreciated Benefit of Creating and Resolving an Uncertainty (2018, background): “…concerns people’s learning (Fazio, Herr, and Powell 1992; Menon and Soman 2002; Swasy and Rethans 1986) and behavior (Bernard and Schulze 2005; Goldsmith and Amir 2010; Hill, Fombelle, and Sirianni 2016; Laran and Tsiros 2013; Shen, Fishbach, and Hsee 2015) before uncertainty is resolved and…”
Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation (2016, background): “015 Goldsmith and Amir (2010) found that consumers would opt for free mystery incentives with a purchase (as opposed to a known incentive) because they were overly optimistic about the nature of the free gift.”
The Motivating-Uncertainty Effect: Uncertainty Increases Resource Investment in the Process of Reward Pursuit (2015, unknown): “…a 50% chance at $15 and a 50% chance at $5), a stronger motivation toward the uncertain reward could have been the result of the desire for the best possible outcome ($15 in the example above; see research on consumer optimism: Dhar, Gonzales-Vallejo, and Soman 1995, 1999; Goldsmith and Amir 2010).”