The Role of Curiosity in Virtual Environments: A Conceptual Integration.

Brands need to have a digital strategy. Yet, it is difficult to grab consumers' attention in virtual environments. We present the Curiosity in Virtual Environment (CVE) model, which integrates empirical and conceptual work on virtual environments, goal content, and curiosity. The model seeks to serve as a guiding framework and tool for research scholars and practitioners working in virtual environments who want to communicate with consumers. To elaborate and present the CVE, we first discuss the main characteristics of virtual environments and types of goal contents, followed by a brief introduction to the theoretical developments of curiosity. The model is then introduced, showing four quadrants in which practitioners should have an easier (more difficult) time grabbing consumers' attention. We then conduct a selective review of experimental studies on curiosity and consumption, identifying three voids in the field. We finish the article by suggesting directions for future research and acknowledging the limitations of the CVE model.