The Difference Novelty Makes: Incidental Exposure to Unfamiliar Stimuli Primes Exploratory Behavior
We investigate the role of contextual factors on consumer innovativeness. We propose that contextual exposure to novelty primes exploratory behavior that manifests in selecting less familiar and more diverse options in a subsequent choice task. Three studies demonstrate these effects and investigate the real-choice consequences by examining consumers’ post-sampling satisfaction.
Gerri Spassova and Alice Isen (2012) ,"The Difference Novelty Makes: Incidental Exposure to Unfamiliar Stimuli Primes Exploratory Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 703-704.
Gerri Spassova, Monash University, Australia
Alice Isen, Cornell University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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