Celia Gaertig

Who they are

Gaertig's research concerns how people respond to uncertainty: how they judge advice that admits uncertainty, and how they choose between a certain outcome and a risky one of the same average value.

The 2025 paper is a clear example of that interest applied to shopping. Its design matters as much as its result. By changing only how the sure discount was presented, while holding the chance and the prize fixed, it could separate the explanations that had been offered for why uncertain promotions work.

Key papers

Gaertig, C., & Simmons, J. P. (2025). "Why (and when) are uncertain price promotions more effective than equivalent sure discounts?" Journal of Consumer Research, 52(5), 1022-1042. First author.

Key ideas

Uncertain promotions win when the sure alternative looks small, not because people like a gamble. See Probabilistic Promotions.

Writing a discount as a percentage instead of a cash amount can make it feel smaller without changing it. See Price Framing.

Our notes record no other publication of hers that this site relies on, and this page lists none.

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