Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products
- Resource Type
- Authors
- Jana Daume; Verena Hüttl-Maack
- Source
- International Journal of Advertising. 39:307-328
- Subject
- Marketing
Communication
media_common.quotation_subject
05 social sciences
Novelty
050801 communication & media studies
Advertising
Ambiguity
0508 media and communications
0502 economics and business
Curiosity
050211 marketing
Psychology
media_common
- Language
- ISSN
- 1759-3948
0265-0487
First, this research investigates the curiosity-evoking potential of different curiosity triggers (information gaps, ambiguity, and novelty) that are both described by the fundamental literature on...