Curiosity and Its Implications for Consumer Behavior

Continuing to Broaden the Marketing Concept

ISBN: 978-1-78754-825-1, eISBN: 978-1-78754-824-4

ISSN: 1548-6435

Publication date: 17 September 2020

Abstract

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.

Keywords

Citation

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, pp. 223-239. https://doi.org/10.1108/S1548-643520200000017017

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2020 Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
If you think you should have access to this content, click the button to contact our support team.