Evaluating
Surprise Effect
When we are surprised our brain freezes for 1/25th of a second & enters a state of extreme curiosity as we try to figure out what is happening. As a consequence, we experience emotions that are 400x more intense.
For Example
Car dealerships often surprise customers with a gift basket upon the collection of their new car. While the individual was already excited, this unexpected gesture intensifies their emotions, enhancing the overall customer experience.
Similar Biases
Novelty Effect
We tend to remember tasks and goals that are not completed.
The Surprise Effect refers to our heightened psychological and emotional response to unexpected stimuli. When something catches us off guard—whether good or bad—it activates areas of the brain tied to attention, emotion, and memory. From a Behavioral Economics perspective, surprise disrupts predictive processing, which is the brain’s habitual way of filtering reality based on expectations. This disruption makes the moment more salient—we pay more attention, feel more deeply, and remember longer. In customer experience, the Surprise Effect can be a powerful tool for delight, engagement, and retention—but it can also backfire when expectations are violated in negative ways. When strategically positive, surprises can build customer love, deepen brand connection, and even create shareable moments. But poorly executed, surprise creates anxiety or distrust. The art lies in intentional design — where the unexpected still aligns with the brand’s emotional promise.
The Emotional Impact of Unexpected vs. Expected Outcomes in Novice Basketball Players
In an experiment, researchers asked novice basketball players to take shots from multiple locations and to rate their perceived chances of success before shooting. After each shot, players rated their level of happiness or unhappiness. The results indicated that surprising successes elicited stronger emotional responses than expected successes, and the same pattern was observed for failures. This finding highlights the intensified emotional impact of unexpected outcomes compared to anticipated ones.
The Emotional Impact of Unexpected Outcomes in a Spelling Bee Experiment
In an experiment, researchers asked students to participate in a spelling bee and to rate their confidence in their answers. After revealing the correct answers, the students were asked to rate their emotional responses. The results demonstrated that unexpected outcomes, whether correct or incorrect, elicited stronger emotional reactions compared to anticipated outcomes. This highlights the significant impact of surprises on emotional responses.
Predictive Error and Reward in the Brain
Neuroscience experiments using fMRI have shown that unexpected rewards activate the brain’s dopamine system far more intensely than expected ones. This research, led by Schultz et al. (1997), showed that surprise triggers a spike in reward-related brain activity — confirming why unexpected wins (like a surprise discount or free upgrade) create outsized emotional reactions and long-term behavioral change.
Need
Interrupt Familiarity to Spark Curiosity
During the Need stage, surprise can act as a catalyst — shaking someone out of their routine and making them question the status quo. People often become aware of needs not through introspection, but by encountering something that challenges their expectations. This can be done through unexpected imagery, storytelling, or disruption in tone. For example, a skincare brand might begin a campaign with an unconventional message like “What if the glow you’re chasing is actually damaging your skin?” That sudden break from the usual wellness narrative jolts the viewer into a questioning mindset. Behavioral Economics shows us that surprise elevates salience — so in this stage, the goal is to surprise someone just enough to activate latent dissatisfaction and open the door to engagement.
Awareness
Create Disruption That’s Emotionally Positive
The surprise effect is a memory booster. In the Awareness stage, this is incredibly useful because customers are bombarded with thousands of messages daily — and only remember those that broke pattern. A brand using quirky, unorthodox formats (e.g., reversed videos, vertical poetry in ads, or bizarre product intros) can stand out immediately. The key is that the surprise must align emotionally with the brand’s promise. A bank might surprise with a fun, animated mini-movie instead of a typical finance ad. A luxury brand could introduce imperfection or humor in a normally polished space. The emotion tied to the surprise — if delight or curiosity — will anchor the brand in memory longer than a polished, expected message ever could.
Consideration
Use Unexpected Value to Influence Decision-Making
When customers are comparing options, the smallest unexpected gesture can tilt the decision. Free upgrades, personalized recommendations that feel too accurate to be automated, or even small design surprises on product pages (such as a humorous tooltip or a human-sounding chatbot) all add unexpected emotional layers to the experience. In this stage, surprise functions as a differentiator. It’s not just “this brand has features,” it’s “this brand feels different.” Behavioral data supports that emotion often tips the balance in logical decisions, especially when products are similar. Use surprise as a way to insert emotion and memorability into a stage otherwise driven by logic.
Exploration
Delight Through Discovery-Based Surprise
Customers in the exploration stage want to dive deeper — and here, surprise supports momentum. Hide joyful discoveries inside product tours, create non-linear journeys where users uncover Easter eggs, or include unexpected storytelling elements (like real customer stories) when browsing categories. The important thing is not to shock or confuse, but to add layers of pleasant disruption. Consider Spotify’s “Your Most Played Song This Summer Was…” or Duolingo’s cheeky, unexpected owl messages — both are surprise-based interactions that reward time and effort with emotional payoff. The longer the customer explores, the more delightful surprises should emerge.
Research
Deliver Unexpected Proof or Perspective
This stage is about gathering evidence — which is usually predictable and neutral. The Surprise Effect here can be a game-changer when brands introduce a reframe of what the customer thought they knew. A car brand, for example, might show that their luxury model is not only faster but more fuel-efficient than an economy car — something counterintuitive. A wellness company might surprise by quoting research that contradicts a common myth. These kinds of surprises build trust because they feel honest and enlightening. They also reinforce the idea that the brand goes beyond expectations, which is critical during research-heavy stages.
Selection
Use Delightful Interruptions to Nudge Decision
Once the customer is narrowing down, small surprises can become micro-nudges. This could be a humorous confirmation message when a product is added to the shortlist (“Excellent taste, this one’s a favorite!”), or a well-timed, unexpected testimonial from a celebrity or influencer the user didn’t expect to see. These moments aren’t meant to be grand — they’re meant to humanize and disrupt the rhythm of decision-making just enough to make the choice feel emotionally supported. In CX design, these surprises should act as “emotional spotlights” that focus attention and increase likability without derailing trust.
Purchase
Turn Transaction into an Unexpected Experience
At the purchase stage, surprise can instantly transform the mundane into memorable. This might be a surprise discount (“You just unlocked 15% off!”), a fun animation post-payment, or a personalized thank-you video that plays before the receipt arrives. Brands like ASOS and Glossier have done this with playful messaging during checkout. These small touches change the emotional texture of the transaction, anchoring it in positivity. The Surprise Effect at this stage not only increases satisfaction — it boosts the likelihood of immediate social sharing or word of mouth.
Post Purchase
Use Surprise to Reinforce Loyalty and Trigger Advocacy
The journey doesn’t end at checkout. In fact, the post-purchase period is a prime moment for delivering unexpected value. Whether it’s a surprise follow-up message (“Here’s a gift for your second order”), a secret referral code, or early access to a new product, surprises in this phase become relationship-building rituals. Think of surprise as the opposite of silence — it says “we still see you,” even when there’s no obligation to reach out. Brands that do this consistently (think Chewy’s handwritten pet condolence letters or Notion’s unexpected sticker packs) create emotional bonds that go far beyond loyalty programs.
Customer Experience Challenges
Typical challenges in CX where the bias can be used
- Memory: Surprise increases cognitive salience — people remember what shocked or delighted them.
- Emotions: Emotionally unexpected moments amplify the customer's connection to the brand.
- Experience: Breaks monotony and enriches brand perception, even in familiar contexts.
- Motivation: Surprise rewards can reignite momentum and drive behavior forward.
- Risk: Strategic surprise helps shift customer perception of risk by introducing unexpected value.
- Personalization: Tailored surprises feel more human and impactful than generic perks.
Customer Experience Pillars
Renascence CX pillars where it can be applied most efficiently
- Emotions: Surprise is a powerful emotional amplifier — it makes every other CX element more memorable and resonant.
- Personalization: When surprise is tailored (e.g., based on behavior or profile), it creates a deep sense of being seen.
- Integrity: Misused surprise (e.g., surprise charges or changes) breaks trust — so ethical alignment is essential.
- Expectations: The most impactful surprises come when they break expectations positively, enhancing brand perception.
- Enablement: A well-timed surprise can unblock a stuck customer or nudge action in a delightful way.
Customer Experience Interfaces
Interfaces & touchpoints where it can be applied most efficiently
- Digital: Unexpected animations, hidden Easter eggs, or personalized messages that appear mid-navigation can spark delight and break monotony, boosting engagement and retention.
- Voice: A voice assistant that compliments the user or uses humor during a routine command can trigger emotional surprise and deepen connection.
- Promo: Surprise discounts, mystery rewards, or unannounced loyalty perks can create moments of joy, enhancing brand perception and encouraging repeat interactions.
- Product: Unboxing experiences that include a free gift, hand-written note, or secret message transform routine into ritual — sparking emotional connection.
- Shelf: Unusual product placement or unexpected in-store audio/scent experiences can activate surprise at the point of sale and encourage impulse exploration.
- WOM (Word of Mouth): Surprise-driven stories spread faster — people are more likely to talk about something they didn’t expect, making surprise a powerful tool for virality.
Renascence Tip
When using the Surprise Effect in Customer Experience, focus on delivering positive unpredictability that aligns with your brand’s emotional tone. While surprise is a powerful amplifier of emotion and memory, it cuts both ways — an unexpected charge, delay, or downgrade can destroy trust just as quickly as a free gift can create it. The key is to balance reliability with delight. Use surprise to elevate routine touchpoints into memorable micro-moments. Whether it’s a handwritten thank you, a mystery reward, or a pop-up celebration, ensure your surprises are designed to deepen trust, not shake it. Emotional uplift, not disorientation, should be your guiding star.
