Yao, Qing; Chen, Rong; Zhao, Ping - In: European Journal of Marketing 47 (2013) 5/6, pp. 1006-1021
. Design/methodology/approach – Based on reviewing the literature on the ambiguity effect, the certainty effect and small …. However, the difference is shortened for low value purchases. Furthermore, as the promotion budget increases, the ambiguity … probabilities,” and also significantly enriches the existing theories on decision making under ambiguity. …