... to the existing knowledge on uncertainty marketing by identifying need-goal alignment as a critical predictor of its success, while integrating epistemic motivation into consumer decision-making process. Practical implications The findings reveal that goal-congruent messaging will be critical for marketers...

..., 1999) to information-rich digital marketplaces. Finally, this work opens new research avenues by exploring how visual cues in information displays – such as ratings, graphs and charts – interact with consumer decision-making processes. As visual content increasingly influences consumer behavior...

... 16 10 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Service brands Customer journey Prepurchase Consumer decision-making Brand awareness Brand retrieval Customer journeys describe the interactions between consumers...