School of Business and Management

Rachael Millard

 Rachael Millard


Tel:  +44 (0)20 7882 8570
Location: Mile End, Bancroft Building

1st Supervisor: Dr Danae Manika  
2nd Supervisor: Professor Stephan Henneberg  

Project Title:

"Investigating the role of surprise in information processing."

Project Description:

My research focuses on the way in which surprise influences the cognitive and emotional response of an individual to a message, particularly in a health marketing communications context.  Surprise is characterised by a unique set of features which differentiates it from any other emotion.  Marketing research has previously focused on the way in which a surprise can impact behavioural intentions, but fails to specify the route by which this occurs.  By drawing on work from both the psychology and marketing fields, this research will seek to offer a better understanding of how surprise appeals work in generating a response from the individual and provide insight into how this can be used in a practical context.