La présente étude exploratoire par journal de bord a pour but d'examiner les conséquences de l'émotion de surprise sur la satisfaction des consommateurs, travail qui n'a jamais été réalisé de manière systématique dans la littérature sur le comportement du consommateur alors que plusieurs chercheurs l'ont encouragé. Cette étude identifie plusieurs catégories d'éléments à l'origine de la surprise dans le cadre des expériences de consommation/achat rapportées. En outre, les résultats de l'étude semblent indiquer que la surprise (a) a un impact direct et indirect — via l'amplification des émotions positives [négatives] — sur la satisfaction observée dans les expériences positives [négatives] de consommation/achat, et (b) ne peut être assimilée à la nonconfirmation (« disconfirmation ») des attentes dans le cadre d'expériences surprenantes. Le lien entre surprise et satisfaction semble se matérialiser en partie au travers d'un processus de type « affect-as-information » (valeur informationnelle des réactions affectives). Enfin, cette étude suggère également de nouveaux modes de satisfaction liés à la surprise, s'ajoutant à la liste de modes de satisfaction préalablement établie par d'autres chercheurs.
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