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Consumers want certainty. That seems to be the prevailing assumption when it comes to influencing customer behaviour. In times of great uncertainty, so the story goes, people crave stability and become more risk averse. 

Not so fast.

Here are four ways certainty - or lack thereof - impacts your customers.

Because while the likelihood of something happening does impact customer decisions, what decision is made depends on whether the outcome is likely to be positive or negative.  

That means i...