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Indeterminacy and Live Television

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  • Joachim Vosgerau
  • Klaus Wertenbroch
  • Ziv Carmon

Abstract

Why would consumers prefer live television, even when tape-delayed broadcasts provide the same sensory experience? We propose that indeterminacy is a key reason. Indeterminate consumption experiences (such as watching sports competitions live on television) unfold in ways that are not decided ex ante. This makes them more exciting than equivalent determinate experiences (such as watching recorded broadcasts). We offer empirical evidence for this proposition: independently of other differences between live and taped broadcasts, the indeterminacy of events made watching them live more exciting and correspondingly preferable. We conclude by discussing implications of the indeterminacy concept for consumer research. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joachim Vosgerau & Klaus Wertenbroch & Ziv Carmon, 2006. "Indeterminacy and Live Television," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 487-495, March.
    • Handle: RePEc:oup:jconrs:v:32:y:2006:i:4:p:487-495
    DOI: 10.1086/500478
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    Cited by:

    1. Ganesh Iyer & Zemin (Zachary) Zhong, 2022. "Pushing Notifications as Dynamic Information Design," Marketing Science, INFORMS, vol. 41(1), pages 51-72, January.
    2. Pham, Michel Tuan & Sun, Jennifer J., 2020. "On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace," Journal of Retailing, Elsevier, vol. 96(1), pages 101-127.
    3. Shani, Yaniv & Danziger, Shai & Zeelenberg, Marcel, 2015. "Choosing between options associated with past and future regret," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 107-114.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113, March.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113.

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