The Curious Case of Curiosity : Unpleasant Advertising and Curiosity

This research examines whether evoked curiosity can explain the effectiveness of unpleasant advertising. Our results indicate that although unpleasant advertising did not lead to behavioral intention with regard to the advertised product, unpleasant advertising did evoke curiosity. Curiosity itself proves to be a strong predictor of behavioral intention


Liesbet Van den Driessche, Iris Vermeir, and Mario Pandelaere (2013) ,"The Curious Case of Curiosity : Unpleasant Advertising and Curiosity", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 340-340.


Liesbet Van den Driessche, Ghent College University, Belgium
Iris Vermeir, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium


E - European Advances in Consumer Research Volume 10 | 2013

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