Managing the Power of Curiosity for Effective Web Advertising Strategies

Abstract

This research investigates the effect of curiosity on the effectiveness of Internet advertising. In particular, we identify processes that underlie curiosity resolution and study its impact on consumer motivation and learning. The dataset from our simulated Internet experiment includes process tracking variables (i.e., clickstream data from ad-embedded links), traditional attitude and behavioral intention measures, and open-ended protocols. We find that a curiosity-generating advertising strategy increases interest and learning relative to a strategy that provides detailed product information. Furthermore, though curiosity does not dramatically increase the observed quantity of search in our study, it seems to improve the quality of search substantially (i.e., time spent and attention devoted to specific information), resulting in better and more focused memory and comprehension of new product information. To enhance the effectiveness of Internet advertising of new products, we recommend a curiosity advertising strategy based on four elements: (1) curiosity generation by highlighting a gap in extant knowledge, (2) the presence of a hint to guide elaboration for curiosity resolution, (3) sufficient time to try and resolve curiosity as well as the assurance of curiosity-resolving information, and (4) the use of measures of consumer elaboration and learning to gauge advertising effectiveness.