Forms | Representative studies | Causation | Theoretical foundation | Main ideas |
Uncertainty gains | | probability | expected utility theory | Human beings are absolutely rational and seek to maximize expected utility |
| probability | uncertainty effect | Users evaluate the uncertainty stimulus even lower than the worst outcome | |
Uncertainty losses | | probability | certainty effect | In uncertainty gains, users are risk-averse; in uncertainty losses, users are risk-seeking |
Uncertainty promotions | | probability | optimism | No significant difference in effect between uncertainty and certainty promotions |
| Probability; Information gap | positive emotional experiences | When the user is rational, the uncertainty stimulus inhibits consumption; when the user is emotional, the uncertainty stimulus promotes consumption | |
| probability | positive emotional experiences | When users focus on the process, the positive experience generated by the uncertainty incentive motivates them to commit more resources | |
| Information gap | curiosity | By creating a sense of mystery, merchants can engage the user’s curiosity and motivate purchase | |
| probability | diminishing sensitivity | In the case of equal expectations, the uncertainty stimulus not only motivates users to buy, but to buy more | |
| Information gap | curiosity | The process of creating and resolving uncertainty leads to an enjoyable experience for the user and a positive brand perception | |
Uncertainty results | | Information gap | suspense | Users prefer competitive games with uncertain outcomes over perceived competitiveness |
| Information gap | positive emotional experiences | Even if you don’t know the end result beforehand, watching a replay is far less exciting than watching it live | |
| Information gap | ambiguity | Ambiguity in relationships creates more likeable emotions | |
| Information gap | positive emotional experiences | Women will find men who are unclear about their attitudes more attractive | |
Uncertainty rewards | | probability | positive emotional experiences | Resolving uncertainty as a mental reward will motivate repetitive user behavior |