Shaw, Deirdre; Thomson, Jennifer - In: European Journal of Marketing 47 (2013) 3/4, pp. 557-573
experience uncertainty, but lacks clarity as to whether this uncertainty results in negative or positive affective states. The … aim of this paper is to explore the theoretical concept of consumer uncertainty. Design/methodology/approach – The … consumer uncertainty and its impact on affect. Findings – The research reveals that consumers of spirituality did indeed …