Managing Customers’ Imagination: Antecedents and Effects of Anticipated Surprises

Severin Bischof, Tim M. Boettger*, Thomas Rudolph, Donald Lehmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the Association for Consumer Research 2020
EditorsJennifer Argo, Tina M. Lowrey, Hope Jensen Schau
Number of pages2
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Publication date2020
Pages220-221
ISBN (Print)9780915552818
Publication statusPublished - 2020
Event2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, France
Duration: 1 Oct 20204 Oct 2020
https://www.acrwebsite.org/web/acr-conference/welcome-new

Conference

Conference2020 ACR Virtual Conference
LocationOnline
CountryFrance
CityParis
Period01/10/202004/10/2020
Internet address
SeriesAdvances in Consumer Research
Volume48
ISSN0098-9258

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