Surprise! Purchase Type Determines Whether Expectation Disconfirmation Is Fun Or Upsetting.

Lily Jampol, Cornell University, USA
Tom Gilovich, Cornell University, USA
We argue through 5 different studies, that surprises can be fun or upsetting depending on the purchase context. Specifically, we argue that purchase ‘surprises’ (deviations from expectations) are better tolerated, interpreted more positively, and actually preferred by consumers in the context of experiential purchases rather than material purchases.
[ to cite ]:
Lily Jampol and Tom Gilovich (2014) ,"Surprise! Purchase Type Determines Whether Expectation Disconfirmation Is Fun Or Upsetting. ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 788-788.