Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire

During pre-launch product testing, marketers might discover that the product can deliver additional unintended benefits. The current research shows that framing such product benefits as unexpected increases desire for the product, when consumers have a heightened motivation to seek rewards. Framing an undesirable product feature as unexpected can backfire.

Citation:

Monica Wadhwa, Christine Kim, Amitava Chattopadhyay, and Wenbo Wang (2018) ,"Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 829-830.