التفاصيل البيبلوغرافية
| العنوان: |
How uncertainty, anticipated regret and scarcity influence the purchasing of energy-efficient technology |
| المؤلفون: |
Sharman, Alanna |
| المساهمون: |
Manchanda, Rajesh (Marketing), Dyck, Bruno (Business Administration), Main, Kelley (Marketing) Kettle, Keri (Marketing) |
| سنة النشر: |
2021 |
| المجموعة: |
MSpace at the University of Manitoba |
| مصطلحات موضوعية: |
Uncertainty, Epistemic uncertainty, Aleatory uncertainty, Financial decision-making, Message framing, Anticipated regret, Scarcity, Resource priming, Energy-efficient technology |
| الوصف: |
This research examines how influencing consumer uncertainty through marketing messaging can enhance consumer demand for energy-efficient technology. I posit that messaging that elicits greater aleatory uncertainty (stemming from the unpredictability of the future) than epistemic uncertainty (stemming from lack of knowledge) will increase consumers purchase intentions for energy-efficient technology. Through five studies I reveal that the unpredictable (versus predictable) messaging influences greater aleatory uncertainty and less epistemic uncertainty in participants. While the differing feelings of uncertainty do not impact participants purchase intentions, the results consistently indicate that the less anticipated regret and greater subjective knowledge participants have the greater their purchase intentions for various energy-efficient technology. I further look at the effect that uncertainty messaging has on individuals under perceived scarcity. As a scarcity mindset can influence decision-making for low-income households, it is especially important to understand how marketing messaging may impact these individuals differently when looking to purchase energy-efficient technology. Initial evidence suggests that uncertainty messaging has a greater effect on participants feelings of uncertainty under perceived scarcity (versus perceived abundance). ; October 2021 |
| نوع الوثيقة: |
master thesis |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| العلاقة: |
http://hdl.handle.net/1993/35714Test |
| الإتاحة: |
http://hdl.handle.net/1993/35714Test |
| حقوق: |
open access |
| رقم الانضمام: |
edsbas.581C3B1E |
| قاعدة البيانات: |
BASE |
