Le « ravissement » de la clientèle est vu comme une source d'avantage compétitif dans les milieux professionnels. L'un des moyens proposés pour atteindre cet objectif est de surprendre le consommateur. Plusieurs conceptualisations fort différentes du ravissement se côtoient, cependant, dans la littérature et les résultats relatifs à la relation surprise-ravissement sont ambigus en raison notamment du type de méthodologie et stimuli utilisés. Cette note de recherche propose une synthèse critique du concept de ravissement et de sa relation avec la surprise. Elle propose d'adopter la conceptualisation du ravissement comme niveau extrême de satisfaction, conceptualisation valide et parcimonieuse. Elle montre également que, pour des expériences à caractère hédonique, la surprise a une influence indirecte sur la satisfaction (via la joie) et peut engendrer un gain net de satisfaction. Plusieurs voies de recherche futures concluent la note de recherche.
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