Match!

Curiosity Tempts Indulgence

Published on Apr 1, 2019in Journal of Consumer Research4.701
· DOI :10.1093/jcr/ucy055
Kyra L Wiggin1
Estimated H-index: 1
,
Martin Reimann17
Estimated H-index: 17
(UA: University of Arizona),
Shailendra Pratap Jain9
Estimated H-index: 9
(UW: University of Washington)
Sources
Abstract
Given curiosity’s characterization as a motivational drive for knowledge, prior research has primarily focused on curiosity’s positive effects on knowledge exploration, information acquisition, and learning. Once the desired knowledge has been acquired, curiosity is said to be satisfied. But what happens if curiosity is left unsatisfied? Across five experiments, spanning four domains of indulgence-related decisions and relying on different methods of curiosity elicitation, the present research sheds light on an unexpected yet crucial consequence of curiosity—that unsatisfied curiosity tempts indulgent consumption in domains unrelated to the source of the curiosity. This effect is explained by a generalized desire for rewards. Experiments 1–3 establish and replicate the proposed mediation model of curiosity —› desire for rewards —› indulgence, employing manipulation-of-process, moderation-of-process, and measurement-of-process experimental designs. Experiment 4 utilizes neurophysiological data to indicate brain activation in the insular cortex for unsatisfied (vs. satisfied) curiosity. Experiment 5 addresses the role of cognitive depletion as a possible alternative mechanism. In summary, this article demonstrates that the hunger for information that accompanies unsatisfied curiosity is converted into a generalized desire for rewards, which in turn tempts indulgence.
  • References (87)
  • Citations (2)
📖 Papers frequently viewed together
3 Citations
1 Citations
2013
1 Author (Thomas G. Reio)
78% of Scinapse members use related papers. After signing in, all features are FREE.
References87
Newest
Brand betrayal is a state evoked when a brand with which one has previously established a strong self–brand connection fractures a relationship by engaging in a moral violation. We know little about whether brand betrayal is merely an extreme form of brand dissatisfaction or is a distinct state experienced differently from dissatisfaction. Herein, two studies shed new light into the experience of brand betrayal. A large-scale psychometric study shows that brand betrayal (vs. dissatisfaction) is ...
5 CitationsSource
#1Chen Wang (Drexel University)H-Index: 1
#2Yanliu Huang (Drexel University)H-Index: 5
Last. Vicki MorwitzEditorH-Index: 2
view all 3 authors...
This research examines how incidentally induced consumer curiosity influences subsequent indulgent decisions. Prior research has primarily focused on the effect of curiosity on information seeking in the present domain. The current research goes further to propose that the curiosity effect can spill over to prompt consumers to prefer indulgent options in other, unrelated domains (e.g., food, money). This situation is likely to occur because curiosity motivates individuals to seek the missing inf...
2 CitationsSource
This article explores the concept of the binge as viewing protocol associated with fan practices, industry practice and linked to ‘cult’ and ‘quality’ serialised content. Viewing binge-watching as an intersection of discourses of industry, audience and text, the concept is analysed here as shaped by a range of issues that dominate the contemporary media landscape. In this, factors like technological developments, fan discourses and practices being adopted as ‘mainstream’ media practice, changes ...
30 CitationsSource
#1Ali Faraji-Rad (NTU: Nanyang Technological University)H-Index: 4
#2Michel Tuan Pham (Columbia University)H-Index: 32
How do psychological states of uncertainty influence the way people make decisions? We propose that such states increase the reliance on affective inputs in judgments and decisions. In accord with this proposition, results from six studies show that the priming of uncertainty (vs. certainty) consistently increases the effects of a variety of affective inputs on consumers’ judgments and decisions. Primed uncertainty is shown to amplify the effects of the pleasantness of a musical soundtrack (stud...
18 CitationsSource
#1Christopher K. Hsee (U of C: University of Chicago)H-Index: 36
#2Bowen Ruan (UW: University of Wisconsin-Madison)H-Index: 4
Curiosity—the desire for information—underlies many human activities, from reading celebrity gossip to developing nuclear science. Curiosity is well recognized as a human blessing. Is it also a human curse? Tales about such things as Pandora’s box suggest that it is, but scientific evidence is lacking. In four controlled experiments, we demonstrated that curiosity could lead humans to expose themselves to aversive stimuli (even electric shocks) for no apparent benefits. The research suggests tha...
25 CitationsSource
#1Elif IsikmanH-Index: 1
#2Deborah J. MacInnis (SC: University of Southern California)H-Index: 35
Last. Lisa A. Cavanaugh (SC: University of Southern California)H-Index: 7
view all 4 authors...
Whereas prior literature has studied the positive effects of curiosity evoking events that are integral to focal activities, we explore whether and how a curiosity-evoking event that is incidental to a focal activity induces negative outcomes for enjoyment. Four experiments and one field study demonstrate that curiosity about an event that is incidental to an activity in which individuals are engaged significantly affects enjoyment of a concurrent activity. The reason why is that curiosity diver...
8 CitationsSource
#1Caroline B. Marvin (Columbia University)H-Index: 2
#2Daphna Shohamy (Columbia University)H-Index: 39
Curiosity drives many of our daily pursuits and interactions; yet, we know surprisingly little about how it works. Here, we harness an idea implied in many conceptualizations of curiosity: that information has value in and of itself. Reframing curiosity as the motivation to obtain reward-where the reward is information-allows one to leverage major advances in theoretical and computational mechanisms of reward-motivated learning. We provide new evidence supporting 2 predictions that emerge from t...
37 CitationsSource
#1Martin Reimann (UA: University of Arizona)H-Index: 17
#2Deborah J. MacInnis (SC: University of Southern California)H-Index: 35
Last. Antoine BecharaH-Index: 78
view all 3 authors...
Can smaller meals make you happy? Four studies show that offering consumers the choice between a full-sized food portion alone and a half-sized food portion paired with a small nonfood premium (e.g., a small Happy Meal toy or the mere possibility of winning frequent flyer miles) motivates smaller portion choice. Importantly, we investigate why this is the case and find that both food and the prospect of receiving a nonfood premium activate a common area of the brain (the striatum), which is asso...
10 CitationsSource
Abstract Relationships between Interest (I) and Deprivation (D) type epistemic curiosity (EC) and self-regulation were evaluated in two studies. In Study 1 (Italians, N = 151), I-type EC correlated positively with positive outcome-expectancies and risk-taking, but negatively with thinking about negative outcomes. D-type EC correlated positively with emotional restraint, thoughtful evaluation, and concern over negative outcomes and potential risks. In Study 2 (Americans, N = 218; Germans, N = 56)...
19 CitationsSource
#1Hilke Plassmann ('ENS Paris': École Normale Supérieure)H-Index: 19
#2Bernd Weber (University Hospital Bonn)H-Index: 44
A wealth of research has explored whether marketing-based expectancies such as price and brand quality beliefs influence the consumption experience and subsequent behavior, but almost no research has examined individual differences in “marketing placebo effects.” In this article, the authors suggest three moderators of the effect of marketing-based expectancies on the behavioral and neural measures of the consumption experience, based on previous findings from neuroscientific literature investig...
29 CitationsSource
Cited By2
Newest
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...
Source
#1Jana Daume (University of Hohenheim)
#2Verena Hüttl-Maack (University of Hohenheim)H-Index: 1
AbstractFirst, this research investigates the curiosity-evoking potential of different curiosity triggers (information gaps, ambiguity, and novelty) that are both described by the fundamental liter...
Source
#1David Flores (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
#2Martin Reimann (UA: University of Arizona)H-Index: 17
Last. Alberto Lopez (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
view all 4 authors...
Source