Ambiguity aversion
People tend to avoid options where the chances of a good or bad outcome are unknown, preferring ones where they know what to expect.
Three of the eight page areas.
Five ways to put it to work.
- Give a delivery date, such as “arrives Thursday 8 October”, rather than “3-5 days”.
- Show the total cost early.
- Show live stock status.
- State the returns window.
- Take particular care to remove unknowns for lesser-known brands, which gain most.
Shown in lab gambles and brand choices. The checkout tactics are an inference.
Ambiguity aversion was linked to a preference for established brands, stronger when product information was vague.
Ellsberg's thought experiment was later borne out in lab studies of gambles, reviewed by Camerer and Weber. Five consumer experiments linked ambiguity aversion to a preference for established brands, stronger when product information was vague. No study testing delivery-date wording on a live shop was found, so the checkout tactics are an inference.
Four sources, each checked.
Last reviewed
Only promise delivery dates you can meet. Delivery costs and timescales must be given before the order is placed, and goods must arrive within 30 days unless agreed otherwise.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.