When you’re caught between ‘yes’ and ‘no,’ here’s why ‘maybe’ isn’t the way to go

By Julian Givi, Assistant Professor of Marketing, West Virginia University

Say you win a radio sweepstakes giving you two tickets to a sold-out concert the upcoming weekend. You eagerly text your friend and ask if they’d like to join.

Their response? “Maybe.”

Your mood immediately turns. You feel slighted rather than joyous as you’re left in limbo: Now you need to wait for your waffling friend to make a decision before you can figure out your plans for the concert.

I’m a consumer psychologist who has studied social decision-making for over a…

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