Surprise! The science of self-gifting
21 Mar 2019
Surprise! The science of self-gifting

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

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.