Induction of Construal-Level Mindset Via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

We find that an experience of surprise may influence response to subsequently presented stimuli in the same fashion as abstract/concrete processing would do. Three studies show that when primed with positive (negative) surprise, participants evaluated promotionally (preventionally) framed ad messages more favorably and leaned toward desirability (feasibility) laden shopping options.