Through rose-tinted glasses: How inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations

Verena Hüttl-Maack, Tara M. Sedghi, Jana M. Daume

Curious about how to make your customers less skeptical and more positive about your products? A new study by Hüttl-Maack, Sedghi, and Daume (2023) reveals a simple but effective strategy: induce and resolve curiosity.

The researchers show that creating an information gap and then filling it with curiosity-resolving information can reduce consumers’ skepticism, increase their attitude, and purchase intention. This works for both integral and incidental curiosity, meaning that you can use any stimulus that sparks curiosity, even if it is unrelated to your product.

The key is to create a positive affective experience that makes consumers see your product through rose-tinted glasses.Check out the full article here:

https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1369?campaign=woletoc

Want to Learn More?