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

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).



Citation:

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, Pages: 1059-1059.

Authors

Sirajul Shibly, State University of New York at Binghamton, USA
Subimal Chatterjee, State University of New York at Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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