Bischof, Severin FriedrichSeverin FriedrichBischofBöttger, TimTimBöttgerRudolph, ThomasThomasRudolph2023-04-132023-04-132019https://www.alexandria.unisg.ch/handle/20.500.14171/99097This research aims to examine anticipated surprises, which we define as the deliberate purchase and anticipation of surprise items.enManaging Customers’ Imagination: Antecedents and Effects of Anticipated Surprisesconference paper