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This paper investigates the effects of conditioning (the systematic pairing of ‘surprise toy’ paired with a market offering) on the target consumer attitudes and satisfaction. The study examines whether using surprise which are highly congruent with the consumers leads to a stronger conditioning effect. It further scrutinizes how a reaction towards surprise varies with age. The results demonstrate that individuals exposed to the systematic pairing of a surprise with a market offering did develop a more favorable attitude and higher satisfaction towards the offering than individuals in the control condition. Moreover, the pairing of a surprise with a market offering was more effective in forming a positive attitude when the congruence was high. Further, the younger the age group, the more positive was the response towards the surprise. It has been argued that marketers must move beyond mere satisfaction to customer delight. Interestingly, the finding of this research proves that positive surprise in the form of toys can be a privileged way to trigger customer satisfaction and loyalty.

Surprise Toys to Build Customer Loyalty Using Classical Conditioning