The Thought Counts: Effect of Surprise on the Consumption Experience of Gifts

Charlene Chen, Nanyang Technological University, Singapore
Claire Tsai, University of Toronto, Canada
Although people might respond positively toward surprise gifts initially, it is unclear whether the effect will sustain over time. Four experiments demonstrate that surprise (vs. announcing gifts in advance) prolongs real-time consumption enjoyment of gifts over time and that this effect is driven by expectations that surprise gifts are special.
[ to cite ]:
Charlene Chen and Claire Tsai (2016) ,"The Thought Counts: Effect of Surprise on the Consumption Experience of Gifts", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 412-413.