Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products

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 curiosity and frequently applied in marketing practice. Second, it aims to shed light on affective and cognitive processes that are elicited by curiosity. The authors present two experimental studies and show that not all commonly used triggers...