Managing Customers’ Imagination: Antecedents and Effects of Anticipated Surprises

This research examines the novel construct of anticipated surprises, defined as the deliberate purchase and anticipation of surprise items. We draw on research in musicology to pursue an analysis of the antecedents of anticipated surprises, seeking to extend the theory of anticipation in consumer behavior.


Severin Friedrich Bischof, *Tim M. Boettger, Thomas Rudolph, and Donald Lehmann (2020) ,"Managing Customers’ Imagination: Antecedents and Effects of Anticipated Surprises ", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 220-221.


Severin Friedrich Bischof, Copenhagen Business School, Denmark
*Tim M. Boettger, IESEG School of Management, France
Thomas Rudolph, University of St. Gallen, Switzerland
Donald Lehmann, Columbia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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