How Incongruent Products Drive Brand Engagement: the Role of Curiosity

Brands seek new ways to engage consumers on social media. For example, McDonald’s recently generated buzz by announcing an incongruent product—Big Mac scented candles. Across three experiments, we examine the link between (low vs. high) congruence and brand engagement. Moreover, we identify curiosity as a driver of this effect.


Maximilian H. E. E. Gerrath and Alessandro Biraglia (2020) ,"How Incongruent Products Drive Brand Engagement: the Role of Curiosity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1210-1210.


Maximilian H. E. E. Gerrath, University of Leeds
Alessandro Biraglia, University of Leeds, UK


NA - Advances in Consumer Research Volume 48 | 2020

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