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The present study offers insights into a facet of uncertainty, commonly seen as undesirable, which did not receive much attention in research literature so far. While positive effects of uncertainty already are confirmed for related areas, such as consumer promotions, a research gap exists for the application of uncertainty within preannouncements. This study tries to fill the gap by extending the positive effects of uncertainty to preannouncements.

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Markus Moosbrugger, born near the Lake Constance, decided after several years in the banking business, to study Strategic Management. By specializing himself in the field of Branding, he started to explore the effects of uncertainty.

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