Curiosity and Its Implications for Consumer Behavior

Christopher K Hsee; Bowen Ruan

doi:10.1108/S1548-643520200000017017

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Book chapter

Curiosity and Its Implications for Consumer Behavior

Christopher K Hsee and Bowen Ruan

Continuing to Broaden the Marketing Concept, pp.223-239

Emerald Publishing Limited

09/17/2020

DOI: 10.1108/S1548-643520200000017017

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Abstract

Abstract This chapter reviews and integrates recent research on curiosity. We discuss potential costs and benefits of curiosity, both hedonic and motivational. In particular, we examine the Pandora effect, the teasing effect, and the motivating-uncertainty effect.

Market Research & Methods

Market Research/Consumer Behaviour

Marketing

Details

Title: Subtitle: Curiosity and Its Implications for Consumer Behavior
Creators: Christopher K Hsee
Bowen Ruan
Resource Type: Book chapter
Publication Details: Continuing to Broaden the Marketing Concept, pp.223-239
Publisher: Emerald Publishing Limited
DOI: 10.1108/S1548-643520200000017017
eISSN: 1944-7035
ISSN: 1548-6435
Number of pages: 17
Language: English
Date published: 09/17/2020
Academic Unit: Marketing
Record Identifier: 9984380640802771

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