Cowley, Elizabeth, Farrell, Colin and Edwardson, Michael (2004) A New Classification of Uncertainty Orientation: Exploring the Susceptibility to the Hindsight Bias in a Gambling Context. Advances in Consumer Research, 31. pp. 246-247. ISSN 0098-9258

Abstract

Previous research has shown that individuals who tend to attribute the outcome of random events to chance (chance oriented individuals) compared to luck (luck oriented individuals), react differently when making decisions under uncertainty. This exploratory study proposes that not only do luck and chance-oriented people react differently, but within these groups responses to uncertain stimuli vary. In this paper we define an uncertainty orientation that groups individuals based on their chance/luck orientation and locus of control. We then investigate the differential susceptibility of these groups to the hindsight bias, in an uncertain service context (i.e. probabilistic gambling services). The results of this research provide preliminary evidence that consumers based on the uncertainty orientation show differing degrees of susceptibility to the hindsight bias which could affect their perceptions of control in uncertain service encounters. Future research directions are also discussed regarding the application of the uncertainty orientation and hindsight bias in customer satisfaction and post purchase evaluation.

Search Google Scholar

Repository staff login