Cross-Cultural Differences in Delight
Delight is the augmented pleasure that accompanies a positive outcome, such as a gift or a sales promotion, due to its unexpectedness. To be delighted, consumers must be surprised. Surprise makes an enjoyable event even more pleasurable. Past research shows that East Asians are less likely than Westerners to experience surprise. If that is the case, East Asians may react differently to unexpected positive outcomes. We investigate whether East Asians are less delighted than Westerners by an unexpected promotional gift since East Asians are more likely than Westerners to think “holistically” and exhibit the hindsight bias (or the tendency to “have known it all along”). Relative to Westerners, East Asians report less pleasure and less surprise with unanticipated promotional gifts. However, when an unexpected gift is attributed to luck, East Asians experience even more delight than Westerners. For East Asians, luck is a means for external control that turns an unexpected outcome into a delightful one.
Ana Valenzuela, Barbara Mellers, and Judy Strebel (2007) ,"Cross-Cultural Differences in Delight", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 243-244.
Ana Valenzuela, Baruch College, CUNY, USA
Barbara Mellers, University of California, Berkeley, USA
Judy Strebel, San Francisco State University, USA
E - European Advances in Consumer Research Volume 8 | 2007
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages
Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University