{"title":"透过玫瑰色的眼镜:诱导和解决好奇心如何减少消费者的怀疑并提高他们的产品评价","authors":"Verena Hüttl-Maack, Tara M. Sedghi, Jana M. Daume","doi":"10.1002/jcpy.1369","DOIUrl":null,"url":null,"abstract":"<p>Research indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step (with the creation of an information gap) and resolving it in the second step creates a positive affective experience. Upon receiving curiosity-resolving information after becoming curious, consumers are less skeptical toward the advertised product, which leads to a more favorable attitude and a higher purchase intention. Based on four studies, we demonstrate curiosity's skepticism-reducing effect, its downstream consequences, and the underlying mechanism of positive affect. We show that this curiosity-stimulating way of information disclosure caused the effect instead of the information itself, which remained constant. The effects occur for integral curiosity, directed at the focal product, and for incidental curiosity, elicited by an unrelated stimulus. These results contribute to understanding consumer responses to curiosity-evoking advertisements, which are widespread, and provide implications for consumer psychologists, practitioners, and policy makers.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.0000,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1369","citationCount":"0","resultStr":"{\"title\":\"Through rose-tinted glasses: How inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations\",\"authors\":\"Verena Hüttl-Maack, Tara M. Sedghi, Jana M. Daume\",\"doi\":\"10.1002/jcpy.1369\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Research indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step (with the creation of an information gap) and resolving it in the second step creates a positive affective experience. Upon receiving curiosity-resolving information after becoming curious, consumers are less skeptical toward the advertised product, which leads to a more favorable attitude and a higher purchase intention. Based on four studies, we demonstrate curiosity's skepticism-reducing effect, its downstream consequences, and the underlying mechanism of positive affect. We show that this curiosity-stimulating way of information disclosure caused the effect instead of the information itself, which remained constant. The effects occur for integral curiosity, directed at the focal product, and for incidental curiosity, elicited by an unrelated stimulus. These results contribute to understanding consumer responses to curiosity-evoking advertisements, which are widespread, and provide implications for consumer psychologists, practitioners, and policy makers.</p>\",\"PeriodicalId\":48365,\"journal\":{\"name\":\"Journal of Consumer Psychology\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.0000,\"publicationDate\":\"2023-06-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1369\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Psychology\",\"FirstCategoryId\":\"102\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/jcpy.1369\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Psychology","FirstCategoryId":"102","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jcpy.1369","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Through rose-tinted glasses: How inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations
Research indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step (with the creation of an information gap) and resolving it in the second step creates a positive affective experience. Upon receiving curiosity-resolving information after becoming curious, consumers are less skeptical toward the advertised product, which leads to a more favorable attitude and a higher purchase intention. Based on four studies, we demonstrate curiosity's skepticism-reducing effect, its downstream consequences, and the underlying mechanism of positive affect. We show that this curiosity-stimulating way of information disclosure caused the effect instead of the information itself, which remained constant. The effects occur for integral curiosity, directed at the focal product, and for incidental curiosity, elicited by an unrelated stimulus. These results contribute to understanding consumer responses to curiosity-evoking advertisements, which are widespread, and provide implications for consumer psychologists, practitioners, and policy makers.
期刊介绍:
The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.