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.



Citation:

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.

Authors

Lily Jampol, Cornell University, USA
Tom Gilovich, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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