Advanced Search
MyIDEAS: Login

Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives

Contents:

Author Info

  • Ana Valenzuela
  • Barbara Mellers
  • Judi Strebel
Registered author(s):

    Abstract

    Consumer reactions to a surprising event are generally stronger than those to an identical but unexpected event. But the experience of surprise differs across cultures. In this article, we examine differences between East Asian and Western emotional reactions to unexpected incentives. When given an unexpected gift, East Asians report less surprise and less pleasure than Westerners. East Asians' dampened pleasure is explained by their motivation to maintain balance and emotional control, which leads to a reappraisal of perceived likelihood. However, if the unexpected gift is attributed to good luck, which is a desirable form of the unexpected, East Asians experience even greater pleasure than Westerners. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/605592
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 5 (02)
    Pages: 792-805

    as in new window
    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:5:p:792-805

    Contact details of provider:
    Web page: http://www.journals.uchicago.edu/JCR/

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:36:y:2010:i:5:p:792-805. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.