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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 412-413.


Charlene Chen, Nanyang Technological University, Singapore
Claire Tsai, University of Toronto, Canada


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More


F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.