In the present paper, we conceptualize and investigate customers' preference for and responses to surprise offerings – products and services for which one or more core attributes are uncertain and unknown to the buyer at the time of purchase. We propose that an important motivation that...

Every day people engage in numerous shared experiences – from having lunch with colleagues to going on a vacation with family. Despite the ubiquity of such experiences, little is known about how consumers organize and manage such experiences. In this chapter we review past literature as well...

This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a...