A Curious Case of Curiosity: an Integrative Review of Recent and Seemingly Contradictory Findings

In this paper, we offer an integrative review of some of the seemingly contradicting findings in recent studies on curiosity and uncertainty, proposing that the resolution of uncertainty (and the accompanying curiosity) has a positive utility above and beyond the utility of the associated outcome.


Christopher Hsee and Bowen Ruan (2020) ,"A Curious Case of Curiosity: an Integrative Review of Recent and Seemingly Contradictory Findings", 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: 886-890.


Christopher Hsee, University of Chicago, USA
Bowen Ruan, University of Iowa, USA


NA - Advances in Consumer Research Volume 48 | 2020

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