The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Product Engagement

Three studies evaluating the consumption of music, food, and consumer goods demonstrate that consumer unfamiliarity (vs. familiarity) of a product increases product engagement because it enhances self-discovery. Consistent with theories in developmental psychology, our effects are moderated by what we call “the zone of proximal discovery.”



Citation:

Dafna Goor, Grant Edward Donnelly, and Michael Norton (2020) ,"The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Product Engagement", 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: 968-973.

Authors

Dafna Goor, London Business School, UK
Grant Edward Donnelly, Ohio State University, USA
Michael Norton, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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