Abstract
Scholars argue about the role played by surprise in making new products creative. Different perspectives evaluate surprise as a nuance of novelty, an independent dimension or an emotional reaction to new products. The paper illustrates the outcomes of an empirical investigation about surprising artefacts, resulting in the individuation of factors impacting the manifestation of unexpectedness in terms of individuals’ interpretations and/or modifications of products’ behaviour and structure. Such factors have been checked by interpreting the motivations leading to the presence of surprise in 12 new lamps described in the literature. The experiment states the reasonability of the described factors and, as a consequence, the paper provides a contribution to better articulate the debate in the research arena.