This chapter reviews and integrates recent research on curiosity. We discuss potential costs and benefits of curiosity, both hedonic and motivational. In particular, we examine the Pandora effect, the teasing effect, and the motivating-uncertainty effect.
Hsee, C.K. and Ruan, B. (2020), "Curiosity and Its Implications for Consumer Behavior", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, Bingley, pp. 223-239. https://doi.org/10.1108/S1548-643520200000017017
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