Managing Customers’ Imagination: Antecedents and Effects of Anticipated Surprises
Type
conference paper
Date Issued
2019
Author(s)
Abstract
This research aims to examine anticipated surprises, which we define as the deliberate purchase and anticipation of surprise items.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Event Title
European Marketing Academy 48th Annual Conference
Event Location
Hamburg, Germany
Event Date
28 May - 31 May
Subject(s)
Division(s)
Eprints ID
256682