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



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