Shen, Hsee & Talloen (2019), JCR 46(1) — uncertain incentives reinforce REPETITION decisions (lab + field stair-climbing) — but only if uncertainty resolves IMMEDIATELY and only AFTER engagement begins

Claim: Shen, Hsee & Talloen (2019), "The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions," Journal of Consumer Research 46(1), 69-81. Four real-consequence experiments (lab + field, incl. a stair-climbing task): people repeat a behaviour MORE when its incentive is uncertain than certain — but only if the uncertainty is resolved immediately, and only after engagement has begun.

Source: Shen, Hsee & Talloen (2019), JCR.

Confidence: Verified.

Why this matters for Candid: Companion to Shen, Fishbach & Hsee (2015), JCR 41(5) — Motivating-Uncertainty Effect: people invest MORE effort for an uncertain reward (50% $2 / 50% $1) than for certain HIGHER-expected-value reward — but ONLY under PROCESS focus. The "uncertainty resolves immediately" requirement is the operational design rule — variable rewards that take time to resolve do not engage; they frustrate.