2-Z: When Not to Surprise? the Role of Rewards and Communal Mindset on Perceptions of Brand Value

Sirajul Shibly, State University of New York at Binghamton, USA
Subimal Chatterjee, State University of New York at Binghamton, USA
We show that surprise, relative to certain, rewards positively impact brand-value perceptions among consumers who see the rewards as a signal of building a communal relationship. Surprise hurts value perceptions of consumers with less communal mindset, particularly for cash rewards (relative to gift cards).
[ to cite ]:
Sirajul Shibly and Subimal Chatterjee (2017) ,"2-Z: When Not to Surprise? the Role of Rewards and Communal Mindset on Perceptions of Brand Value", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.