Unexpected Benefit Framing: Impact of Framing a Benefit as Unexpected on Product Desire

Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame such unexpectedly discovered benefits in their marketing communication. Should they frame such a benefit as unexpected or not? Research on intentionality suggests that when consumers believe a product benefit was intentionally designed, as opposed to unexpectedly discovered, they should infer that the company has a higher ability and motivation to develop it (Malle and Knobe 1997). Thus, this research would suggest that unexpected framing should hurt consumer preferences. An alternate possibility, arising from research on reward motivation, is that unexpected framing could positively impact consumer preferences. Specifically, this research raises the possibility that when one is in a heightened motivation to seek rewards, a benefit framed as unexpected might act as a cue leading prospective consumers to anticipate other potential benefits from the product and, thereby, increase their desire to experience the product (Spanagel and Weiss 1999, McClure, Berns and Montague 2003). In sum, while research on intentionality suggests that unexpected benefit framing should hurt consumer preferences, research on reward motivation suggests the opposite. The current research examines the two opposing predictions