Surprise Her But Not Him: Gender Differences in the Valuation and Choice of Positive Surprises

Aleksandra Kovacheva, University of Pittsburgh, USA
Hristina Nikolova, Boston College, USA
Cait Lamberton, University of Pittsburgh, USA
This paper shows that women are more likely to prefer surprises than men and find the same product more attractive when it is received as a surprise than purchased. Results suggest this may be because in a shopping context, women find risk enjoyable, offsetting their natural tendency toward risk aversion.
[ to cite ]:
Aleksandra Kovacheva, Hristina Nikolova, and Cait Lamberton (2015) ,"Surprise Her But Not Him: Gender Differences in the Valuation and Choice of Positive Surprises", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 596-596.