Abstract
Missing information (MI), if detected, often leads to alternative discounting. However, inferences reduce uncertainty of MI and thus reduce discounting. This paper suggests that discounting results not only from uncertainty of MI, but from consumer's overall confidence in evaluating (CE). Confidently held inferences help resolve MI uncertainty, improve CE and attenuate discounting. This mediating role of CE suggests discounting/evaluation effects could also be observed in 'non-MI' contexts involving other types of uncertainty detection and resolution. An experiment demonstrates the role of CE, and a model proposes interactive effects of sources of uncertainty, and uncertainty detection and resolution on overall CE and discounting. The model extends the long observed discounting effect of MI to broader situations and highlights roles of ambiguity detection/resolution in evaluation effects.
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