When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery

Journal Article When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery Get access Yih Hwai Lee, Yih Hwai Lee Search for other works by this author on: Oxford Academic PubMed Google Scholar Cheng Qiu Cheng Qiu Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 36, Issue 4, December 2009, Pages 624–633, https://doi.org/10.1086/599766 Published: 22 April 2009