Surprise discounts promote more effectively than unexpected discounts: The moderating effect of consumption goal

Surprise promotions have become prevalent tools in marketing practice to stimulate positive responses from consumers, but few studies have explored whether unexpected promotions truly evoke surprise. This research investigates when and how unexpected discounts trigger consumer surprise, how this emotional response enhances purchase intentions, and the conditions under which it is most effective. We conduct four studies and show that unexpected discounts increase purchase intentions by eliciting surprise (Studies 1a-b), which intensifies consumer attention (Study 2). In Study 3, a boundary condition is identified in which surprise has a positive effect on hedonic consumption goals that is attenuated for utilitarian goals. By distinguishing between surprise discounts and unexpected discounts, this research contributes to the literature on surprise-based promotions by highlighting the significance of consumers' emotional experiences and clarifying the boundary conditions of the effects of surprise in the context of discounts. © 2025 Elsevier Ltd.