Consumer uncertainty is a state of perceived unpredictability or lack of subjective certainty experienced by individuals when making decisions related to the acquisition, usage, or disposal of goods and services. As a core concept in consumer behavior research, it investigates the cognitive and emotional dimensions of this phenomenon, its antecedents (such as information asymmetry, product complexity, or market volatility), and its behavioral consequences on choice, satisfaction, and post-purchase evaluation. Key characteristics include perceived risk, ambiguity, and subjective probability assessments, highlighting its significance for understanding decision-making processes and developing effective market strategies.