Surprise! Purchase Type Determines Whether Expectation Disconfirmation Is Fun Or Upsetting.
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.
Lily Jampol, Cornell University, USA
Tom Gilovich, Cornell University, USA
NA - Advances in Consumer Research Volume 42 | 2014
The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Conjuring Creativity: The Impact of Fear
Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA