Markus Moosbrugger

The Value of Vague Preannouncements: Influencing Outcome Expectancies Through Uncertainty Markus Moosbrugger

The present study offers insights into a facet of uncertainty, commonly seen as undesirable, which did not receive much attention in research literature so far. While positive effects of uncertainty already are confirmed for related areas, such as consumer promotions, a research gap exists for the application of uncertainty within preannouncements. This study tries to fill the gap by extending the positive effects of uncertainty to preannouncements.