Understanding surprise: Toward a theory of surprise marketing
WE Guo, B Dong, RW Palmatier - Journal of Retailing, 2024 - Elsevier
Surprise marketing is a deliberate strategy involving the introduction of unexpected and/or
uncertain elements (eg, unexpected coupons, mystery box) into the customer shopping …
uncertain elements (eg, unexpected coupons, mystery box) into the customer shopping …
Giver‐receiver discrepancy in decisions between probabilistic and regular gifts
P Peng, J Zeng - Psychology & Marketing, 2024 - Wiley Online Library
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 …
attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains …
Revisiting surprise appeals: How surprise labeling curtails consumption
A Schumacher, C Goukens… - Journal of Consumer …, 2024 - Wiley Online Library
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 …
their choices. Consequently, a common marketing practice is to promote a product or …
[PDF][PDF] A Whole New World: Charting Unexplored Territories in Consumer Research with Generative Artificial Intelligence
A Whole New World: Charting Unexplored Territories in Consumer Research with Generative
Artificial Intelligence Page 1 Marketing Science Institute Working Paper Series 2024 Report …
Artificial Intelligence Page 1 Marketing Science Institute Working Paper Series 2024 Report …