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(1)

The downside of

surprise products

The effect of uncertainty labels on consumption

experience

Lena Wegener, S3812855

Faculty of Economics and Business

M.Sc. Marketing: Marketing Management

Master Thesis Defense

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The downside of

surprise products

The effect of uncertainty labels on consumption

experience

(3)
(4)

Surprise Labels

(5)

Theoretical Framework

Uncertainty Label

Perceived Uncertainty

Greater investment of

cognitive resources

Attention attracted by

details in environment

Lower engagement with the

consumption experience

Uncertainty Label

Subsequent Consumption

Experience

(6)

Conceptual Model

H1a. An uncertainty label reduces,

through a process in which the focus

shifts towards details, enjoyment of a

consumption experience, compared to a

neutral

label

when

a

manipulated

analytical processing enhances the focus

on details.

(7)

Research Design

vs.

2 (Label: surprise vs. control) x

2 (processing type: narrative vs

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Measurements Overview

Surprise Label [0] vs Control Label [1]

=> independent variable

Enjoyment

=> dependent variable

Detail Cues and Peripheral Cues

= > mediator variable

Narrative Processing Type [0]

=> independent variable (moderator)

vs Analytical Processing [1]

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Results

0 10 20 30 40 50 60 70 80 90 100 En jo yment

RESULTS FOR ENJOYMENT

Note: * path significant p = .02.

Note: Enjoyment was measured on a scale

from “0” = not at all to “100” = very much; Error bars denote standard errors

Analytical

processing

Narrative

processing

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Conclusion

• Rejected hypothesis

• Finding: Gender effect

• Limitations

•

Study Design

•

Data

•

Scales

• Practical implications

0 10 20 30 40 50 60 70 80 En jo yment

RESULTS FOR ENJOYMENT

male

female

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References

•Bruns, Andreas and Heuwold, Gunnar (2012), "Mercedes-Benz --The Journey (90"),” (accessed June 16, 2019), [available at https://www.youtube.com/watch?v=-V2vHSuUJog].

•Deutsche Lufthansa AG (2019),”Lufthansa Surprise,” (accessed on June 16, 2019), [available at https://www.lufthansa-surprise.com/#opq_retrieve].

•Ferrero (2019), “Kinder Surprise Webpage,” (accessed on June 16, 2019), [available at https://www.kinder.com/uk/en/kinder-surprise].

•KIA Motors Corp. (2019), ”Facebook post: KIA the power to surprise,” (accessed on June 16, 2019), [available at

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