Get in Touch

University of Chicago Booth School of Business

New study finds uncertain rewards motivate consumers to make repeat purchases

New study finds uncertain rewards motivate consumers to make repeat purchases

by on September 14, 2018

Marketers everywhere are looking for what will entice consumers to make a purchase—not just once but repeatedly—and new research points to a rather surprising result.

While conventional wisdom says that people don’t like uncertain gains or rewards, a study from the University of Chicago Booth School of Business finds that uncertainty can play an important role in motivating repeat behaviours.

[more…]