As online information availability for products and services is increasing and as buyers engage in more online search prior to purchase decisions, it is becoming more important for firms to know when to invest to reduce buyer uncertainty. This article argues that today's firms should view...

New technologies such as product simulators and virtual reality now allow firms to provide realistic product usage experiences and reduce buyer uncertainty about product quality. We argue that today's firms should view product design and investments to reduce buyer uncertainty as an integrated...

It is becoming increasingly important for firms to know when to take steps to reduce buyers' uncertainty about their products and services. This article focuses on investments that firms can make to reduce buyers' uncertainty about taste-related product attributes. Using an analytical model, we...

Researchers have argued that self-regulation is an essential component for academic success. There is also substantial research effort invested towards enhancing fun in learning to improve student engagement and learning outcomes. However, little is known about the relations between...