Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing
Prior findings suggest that curious consumers process information more intensely, which might also make them more critical. However, our four studies demonstrate the opposite. Consumers become less critical when a curiosity-triggering element is embedded in an advertisement. We argue they are distracted from the persuasion attempt while resolving their curiosity.
Citation:
Verena Hüttl-Maack and Jana Daume (2019) ,"Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 650-651.
Authors
Verena Hüttl-Maack, University of Hohenheim, Germany
Jana Daume, University of Hohenheim, Germany
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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