Surprise?! An Investigation of the Long-term Effectivity of Surprise on Gift Promotions
| dc.contributor.advisor | Migchels, N.G. | |
| dc.contributor.author | Waaijer, Jorik | |
| dc.date.issued | 2018-07-17 | |
| dc.description.abstract | This study provides a framework to predict when the element of surprise will have a long-term beneficial or detrimental effect on free gift promotions. An online experiment using a 2 (consumption context: affective versus cognitive) × 3 (gift promotion: certain situation, uncertain surprise situation, complete surprise situation) between-subjects design finds that customers in an affective and cognitive consumption context have different reactions to gift situations that differ in surprise intensity. Customers that experienced the complete surprise situation in an affective consumption context, have significantly higher repurchase intentions compared to customers in the cognitive consumption context. The surprise is highly unexpected and therefore creates an element of fun that matches the goal of the affective customer to enjoy the shopping experience. In contrast, customers in a cognitive consumption context like the complete gift situation less, as they appreciate to have as much information as possible to make their shopping experience quick and easy. Furthermore, affective customers that experienced the complete surprise situation have higher repurchase intentions compared to affective customers that experienced the 50% / 50% chance of getting one of two possible gifts and especially compared to when the type of gift is given. | en_US |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/6800 | |
| dc.language.iso | en | en_US |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | en_US |
| dc.thesis.specialisation | Marketing | en_US |
| dc.thesis.studyprogramme | Master Business Administration | en_US |
| dc.thesis.type | Master | en_US |
| dc.title | Surprise?! An Investigation of the Long-term Effectivity of Surprise on Gift Promotions | en_US |
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