The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions
Shen first author. Four experiments, in the laboratory and in the field, all with real consequences for each participant and covering small and large rewards, found what the authors call a reinforcing-uncertainty effect: people repeat a behaviour more when its incentive is uncertain than when it is certain, even when the certain incentive is worth more. It appeared only where the uncertainty resolved immediately, and only after a first repetition. No sample sizes were available.
Shen first author. Four experiments, in the laboratory and in the field, all with real consequences for each participant and covering small and large rewards, found what the authors call a reinforcing-uncertainty effect: people repeat a behaviour more when its incentive is uncertain than when it is certain, even when the certain incentive is worth more. It appeared only where the uncertainty resolved immediately, and only after a first repetition. No sample sizes were available.
Written from the abstract read 2026-10-18.
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Shen, L., Hsee, C. K., & Talloen, J. H. (2019). The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions. Journal of Consumer Research, 46(1), 69-81. doi:10.1093/jcr/ucy062