Managing Customers’ Imagination: Antecedents and Effects of Anticipated Surprises
Type
conference paper
Date Issued
2020
Author(s)
Abstract (De)
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.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Event Title
Association for Consumer Research
Event Location
Paris, France
Subject(s)
Division(s)
Eprints ID
260723