Losing Fast or Slow? Preferences for Uncertainty Resolution

Munz, Kurt P., and Alixandra Barasch (2018), "Losing Fast or Slow? Preferences for Uncertainty Resolution," Special session paper presented at the Association for Consumer Research Annual Conference Dallas, TX.

Is losing better resolved quickly, or does holding onto hope for a positive outcome improve an otherwise negative experience? In three lab studies and one field study, consumers preferred to learn that they would lose later in a game compared to winning, but changed their preference after playing the game.