Leaving Something for the Imagination: The Effect of Visual Concealment on Preferences

When advertising products to consumers, firms sometimes conceal key aspects in an effort to arouse consumer curiosity. This research investigates when and how visual concealment tactics may benefit or hurt aesthetic product evaluations. The authors propose that when consumers are only able to view a portion of an aesthetic product, assessments of its appeal will be influenced by two interrelated mechanisms: curiosity to see the item completed...