Blind box collectibles use a chance-based marketing approach, with products sold in
opaque packaging. Phenomenal global demand for these products has sparked attention …

Research suggests that mystery products can be appealing to consumers and can motivate
interest and purchase. In this paper, we examine a different benefit of these offerings—their …

Surprise marketing is a deliberate strategy involving the introduction of unexpected and/or
uncertain elements (eg, unexpected coupons, mystery box) into the customer shopping …

Previous research has identified discrepancies between gift givers and receivers in their
attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains …

Consumers generally prefer precise probabilities or outcomes over imprecise ranges with
the same expected value, a bias known as “ambiguity aversion.” We argue that two …

Elements of surprise are effective tools for attracting consumers' attention and influencing
their choices. Consequently, a common marketing practice is to promote a product or …

The tourism and hospitality industries are notably highly likely to experience service failures
due to frequent contact with service personnel. These industries actively seek innovative …

Purpose Emotions are widely acknowledged decision-making drivers, taking the front seat
when managers lack objective information. Existing evidence indicates that negative …

Tourism blind boxes represent tourism products–typically hotel, airline, and package tours–
that are purchased without knowing their exact nature or details. Despite its continuous …

This study examines marketing managers' decision-making processes when initiating,
conducting, or terminating a failed marketing campaign, focusing on the interplay between …