The brain finds unexpected pleasure more rewarding than expected rewards and we subconsciously as humans desire the unpredictable experience over the experience that we believe we prefer. Surprise activates curiosity, excitement and wonder, which are key elements to absorbing information. (Emory University). Marketers are capitalizing on the excitement that surprise and delight perks and offers trigger to drive loyalty to their brand. These rewards are different than the published perk or discount offering that’s often promised by the....