In a recent study published in the *Journal of Experimental Psychology: General*, Uma Karmarkar, a behavioral scientist at the University of California San Diego, explored how people make decisions under uncertainty. The research aimed to determine whether individuals prefer to see potential rewards or the associated risks first. Across 11 experiments with over 6,700 participants, findings revealed that 60 to 70% of people favored viewing risk information prior to potential rewards. This preference was particularly pronounced among those who are more sensitive to ambiguity. Notably, when participants encountered risk information first, they often exhibited increased skepticism and were less likely to proceed with purchasing decisions, such as buying a lottery ticket. The study highlights a potential conflict between consumer information preferences and marketing practices, suggesting that while companies may focus on showcasing rewards to drive engagement, many consumers prioritize understanding risks to mitigate uncertainty.