The Effect of Curiosity on Consumption Enjoyment

Elif Isakman, University of Southern California, USA
Lisa Cavanaugh, University of Southern California, USA
Deborah J. MacInnis, University of Southern California, USA
Gulden Ulkumen, University of Southern California, USA
Consumers increasingly face curiosity-evoking events that can impact a variety of consumption experiences in different ways. We examine how these events can negatively change consumption enjoyment when it is unrelated to the main consumption experience, finding that participants’ enjoyment with consumption experiences decreased significantly when a curiosity-evoking event occurred.
[ to cite ]:
Elif Isakman, Lisa Cavanaugh, Deborah J. MacInnis, and Gulden Ulkumen (2012) ,"The Effect of Curiosity on Consumption Enjoyment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep GĂĽrhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 261-265.