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Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format

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  • Shibly, Sirajul A.
  • Chatterjee, Subimal

Abstract

Surprise is a neutral amplifier of emotions and used by marketers to elevate customer affect from satisfaction to delight. The dark side of surprise, however, is that it can turn something mildly unpleasant into something very unpleasant. In this paper, we argue that cash rewards may undermine intrinsic motivation, since cash is an item of trade, and adding a surprise element to the reward may amplify the inherently negative affect. We show that, compared to an expected cash reward, a surprise cash reward degrades evaluations of the focal brand among the more intrinsically engaged consumers. However, the negative effect of surprise reduces (1) if consumers feel that rewards signal communality (friendship) rather than a transaction and (2) if we change the reward’s format from cash to a gift card.

Suggested Citation

  • Shibly, Sirajul A. & Chatterjee, Subimal, 2020. "Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format," Journal of Business Research, Elsevier, vol. 113(C), pages 39-48.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:39-48
    DOI: 10.1016/j.jbusres.2020.03.009
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    References listed on IDEAS

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    Cited by:

    1. Wenli Zou, Lili & Kin (Bennett) Yim, Chi & Wa Chan, Kimmy, 2022. "How firms can create delightful customer experience? Contrasting roles of future reward uncertainty," Journal of Business Research, Elsevier, vol. 147(C), pages 477-490.
    2. Bozkurt, Sıddık & Welch, Emma & Gligor, David & Gligor, Nichole & Garg, Vipul & Gopalakrishna Pillai, Kishore, 2023. "Unpacking the experience of individuals engaging in incentivized false (and genuine) positive reviews: The impact on brand satisfaction," Journal of Business Research, Elsevier, vol. 165(C).
    3. Li, Yi & Fumagalli, Elena, 2022. "Spoiled Rotten: How and When Discontinuation of Repetitive and Regular Delight Offers Increases Customer Desire for Revenge," Journal of Retailing, Elsevier, vol. 98(3), pages 412-431.

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