Curiosity and Want/Should Conflicts

We show that curiosity can be used to influence people’s choices, by steering them away from tempting “want” options and toward less-than-tempting, though normatively desirable “should” options. We also offer a new perspective on nudging, by demonstrating that when a “want” is nudged, more participants will choose a “should.”


Evan Polman, Rachel Ruttan, and Joann Peck (2017) ,"Curiosity and Want/Should Conflicts", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 818-821.


Evan Polman, University of Wisconsin - Madison, USA
Rachel Ruttan, Northwestern University, USA
Joann Peck, University of Wisconsin - Madison, USA


NA - Advances in Consumer Research Volume 45 | 2017

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