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The present study examined the mechanism of the violations of Savage's sure-thing principle under uncertainty by analyzing the reasons the participants provided on why they were willing to buy a popular brand of beer when they were presented with a 2010 FIFA World Cup in a three-condition scenario.In the two conditions of certainty,the participants imagined that the Argentina either won or lost.In the uncertain condition,the participants imagined that they did not know whether Argentina won or lost.According to their choice preference over whether they were willing to buy the popular brand of beer,the participants were assigned to those who violated the STP and those who did not.The results revealed that those who violated the STP perceived more conflict in the reasons to buy the promoted beer in the uncertain condition than those who did not.Moreover,the reasons to buy the promoted beer were less clear in the uncertain condition than in the two certain conditions for the participants who violated the STP but not for those who did not.These results support the reasons-based account for the violations of Savage's sure-thing principle.
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