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Uncertainty marketing tactics: An overview and a unifying framework

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A Correction to this article was published on 30 June 2023

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Abstract

Many firms employ marketing tactics, such as surprise boxes, buy-and-reveal deals, random price promotions, and teaser advertisements, in which some information is intentionally undisclosed. Research has examined some of these initiatives, using a broad but often disconnected set of terms, theories, and methods, which we examine and integrate in this conceptual review paper. To lend coherence to the literature and offer a unifying framework for informing marketing practice, we (1) conceptualize these tactics as part of a broader phenomenon referred to as “uncertainty marketing” and define its boundaries, (2) propose and demonstrate that the range of uncertainty marketing tactics can be classified across three types (assortment, promotional, and innovation tactics) and along two core dimensions (stakes and opacity), and (3) examine how firms can obtain a favorable consumer response, thereby deriving testable propositions about consumers’ baseline interest in uncertainty marketing tactics and the factors that can affect this interest. We then discuss the implications of applying this framework in practice and close by offering a prioritized agenda for future research.

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Notes

  1. See Web Appendix C for additional references on general uncertainty.

  2. The uncertainty in uncertainty marketing is not equivalent to risk. First, by definition, the unknown in uncertainty marketing is intended to be non-negative. Second, the alternative outcomes in a risky choice are known (Kahneman & Tversky, 1979) – a condition that may not hold in uncertainty marketing.

  3. We use the term “opacity” herein to differentiate this dimension from the umbrella term “uncertainty” and from the related but distinct construct of “ambiguity.” Note that ambiguity usually involves known possible outcomes of unknown probabilities (Ellsberg, 1961) and results not only from a lack of information but also from conflicting or equivocal information (Brun & Sætre, 2009) that may or may not be non-negative.

  4. In all propositions, by “appealing” we mean that such tactics will generate a favorable response that may take different forms, such as enhanced attention, interest, or purchase.

  5. Note that elaboration is different from evaluation and evaluation costs. Evaluation refers to forming an overall opinion about the offering, with or without elaborating on its characteristics. Evaluation costs, on the other hand, refer to the amount of effort or time a consumer must expend to generate an overall opinion about a given offering.

  6. https://www.hertz.com/rentacar/misc/index.jsp?targetPage=managerspecial.jsp.

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Acknowledgements

The authors would like to thank Cait Lamberton for her insightful comments that substantially improved the manuscript, June Cotte and Peggy Liu for their helpful feedback on earlier versions of the manuscript, and Anastasia Greer and Jennifer Clark for their help with gathering examples of surprise marketing practices.

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  1. University at Albany, SUNY, Albany, NY, 12222, USA

    Aleksandra Kovacheva

  2. D’Amore-McKim School of Business, Northeastern University, Boston, MA, 02115, USA

    Hristina Nikolova

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Kovacheva, A., Nikolova, H. Uncertainty marketing tactics: An overview and a unifying framework. J. of the Acad. Mark. Sci. 52, 1–22 (2024). https://doi.org/10.1007/s11747-023-00941-7

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