“A surprise reaction to a product can be beneficial to both a designer and a user. The designer benefits from a surprise reaction because it can capture attention to the product, leading to increased product recall and recognition, and increased word-of-mouth. Or, as Jennifer Hudson puts it, the surprise element ‘elevates a piece beyond the banal’. A surprise reaction has its origin in encountering an unexpected event. The product user benefits from the surprise, because it makes the product more interesting to interact with. In addition, it requires updating, extending or revising the knowledge the expectation was based on. This implies that a user can learn something new about a product or product aspect.” (Geke D.S. Ludden, Hendrik N.J. Schifferstein & Paul Hekkert)