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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 543-544.


JeeHye Christine Kim, INSEAD, Singapore
Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 42 | 2014

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