Whether it’s a mystery teabag or new make-up, an element of surprise comes packaged within many subscription boxes. Canvas8 spoke to Aditya Gupta, a PhD candidate at the University of Nebraska-Lincoln, to understand how surprise impacts the experience of self-gifting.
Aditya Gupta is a PhD doctoral candidate for Marketing at the University of Nebraska-Lincoln. His research interests lie in the domain of consumer behaviour and include experiential and hedonic consumption, gifting, market trends and macro marketing.
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