Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations

JeeHye Christine Kim, INSEAD, Singapore
Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Framing a product feature as unexpected (serendipitous discovery) versus expected (intentional development) has targeted positive impact on desire-related product evaluations (e.g., willingness-to-pay), but not on non-desire-related product evaluations (e.g., perceived effectiveness). We argue that this is because unexpected framing enhances reward salience and show moderation by reward sensitivity.
[ to cite ]:
JeeHye Christine Kim, Monica Wadhwa, and Amitava Chattopadhyay (2014) ,"Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 543-544.