Original paper
Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
Volume: 47, Issue: 3, Pages: 417 - 437
Published: Mar 9, 2017
Abstract
Despite cautionary advice against it, delighting consumers by offering them pleasant surprises is widely advocated. In this paper, using a low-price guarantee context, we show that retailers’ attempts to use surprise gains to delight consumers might lead to subpar outcomes, if a countervailing cognition such as suspicion of retailer opportunism dominates consumers’ thinking. In a low-price guarantee, retailers promise consumers refunds if...
Paper Details
Title
Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
Published Date
Mar 9, 2017
Volume
47
Issue
3
Pages
417 - 437
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