What Satisfies a Curious Mind? Curiosity Prompts Novel Reward Seeking

This research investigates the effect of curiosity on consumers’ reward-seeking behavior. We find that curiosity motivates people to seek novel rewards in unrelated domains. This occurs as a result of an open mindset and a general appetitive state, both activated by curiosity. Further, information threat moderates such reward-seeking effect.


Chen Wang and Rui (Juliet) Zhu (2014) ,"What Satisfies a Curious Mind? Curiosity Prompts Novel Reward Seeking", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 200-204.


Chen Wang, Drexel University, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time

Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More


The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More


Institutional Influence on Indebted Consumers’ Understanding of Wants and Needs

Mary Celsi, California State University Long Beach, USA
Stephanie Dellande, Menlo College
Mary Gilly, University of California Irvine, USA
Russ Nelson, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.