Surprise!
Magnini, Vincent P.![Surprise!](https://support.digitalhusky.com/media/annotations/sorted/188/18823314/CHSBZCOP0318823314.jpg)
Modern consumers are being bombarded with in-formation from every angle. They can't handle it and, consequently, tune out large portions of the information. Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will transpire and are not paying close attention. In order to gain their full attention, firms must find ways to surprise consumers dur-ing transactions, ...