An uncertainty tolerance test for brands?

Many brands today are still guessing if the worst is behind us

Grappling with uncertainty is an inherent part of everyday human life. Every single day of our existence, we face ambiguity of one sort or another — ranging in seriousness from a tough decision over what to wear in the morning to the terrifying feeling of having a potentially life-altering health situation hanging over our heads. Uncertainty is everywhere. And there is an Uncertainty Tolerance Test all of us can self-administer.  

To a certain extent, none of us likes being kept on our toes, but some of us are much more comfortable with limbo states than others. And researchers have found that