When Curiosity Helps to Make Sense of It: How Ad-Evoked Curiosity Affects the Evaluation of Low-Fit Brand Extensions

Because curiosity fosters a process of active exploration and sense-making, it can positively affect the processing and evaluation of brand extensions, especially of those that are incongruent with the parent brand. A series of studies demonstrate the effect of ad-evoked curiosity, which is mediated by an increased ease of resolution.



Citation:

Verena Hüttl-Maack and Tara Madleen Sedghi (2020) ,"When Curiosity Helps to Make Sense of It: How Ad-Evoked Curiosity Affects the Evaluation of Low-Fit Brand Extensions", 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: 420-421.

Authors

Verena Hüttl-Maack, University of Hohenheim, Germany
Tara Madleen Sedghi, University of Hohenheim



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.