Serendipitous incongruity: how product type and shopping motivation promote willingness to spend more

Purpose In an era dominated by algorithms and personalized suggestions, unexpected yet pleasurable encounters plays a crucial role in shaping consumer experiences and boosting satisfaction. This study investigates how spontaneous and unplanned events impact consumer behavior, focusing on how serendipity influences willingness to spend more. Design/methodology/approach To examine how the relationship between product type and shopping motivation influences both in-store and online spending, two pretests and three main studies were conducted. Hypotheses were tested using ANOVA and the PROCESS macro, with participants recruited via MTurk. Findings Results revealed that consumers who receive unexpectedly valuable hedonic gifts report a higher willingness to spend more than those who receive utilitarian products, especially when shopping with task-oriented goals. Also, these effects are mediated by perceived luck. Originality/value This study presents a conceptual framework for understanding how serendipity can drive spending, offering practical insights for businesses. Leveraging serendipitous events can create financial opportunities and foster consumer engagement, providing a novel strategy for enhancing consumer experiences.