Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation

Hill, Krista M.; Fombelle, Paul W.; Sirianni, Nancy J.

doi:10.1016/j.jbusres.2015.08.015

Cited by 125 publications

(123 citation statements)

References 23 publications

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“…Thus, while some research has treated curiosity as an individual difference (e.g., Baumgartner & Steenkamp, ; Litman & Spielberger, ), this research treats curiosity as a temporary, motivational state. This is consistent with more recent research (e.g., Hill et al., ) and Loewenstein's () observation that it can arise, change focus, and end abruptly. Thus, curiosity is conceptualized as a strong motivational force that can be derived from internal (Fowler, ) or external stimuli (Berlyne, ).…”

Section: Mediating Role Of Curiositysupporting

confidence: 92%

“…For example, in the marketing domain, Menon and Soman () show that curiosity increases the effectiveness of Internet advertising. Additional research finds that curiosity influences product ownership (Shoham & Pesamaa, ), participation and response effort in web panel surveys (Bruggen & Dholakia, ), and behavioral intentions (Hill, Fombelle, & Sirianni, ). Further, the influence of curiosity is especially relevant in a social network setting as it can be considered a factor in the success of social network sites (Urista et al., ).…”

Section: Mediating Role Of Curiositymentioning

confidence: 99%

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Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Thomas

Vinuales

2017

Psychology and Marketing

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Social networks provide an innovative means for facilitating social influence as well as arousing consumer curiosity. However, research on how social influence impacts attitudes and behaviors in this context is limited. Further, even less research exists examining how curiosity impacts consumers' behaviors, which is concerning since curiosity may be especially relevant in an online setting. To overcome these gaps, two studies were conducted which demonstrate that a consumer's curiosity toward a social network post is influenced by the group membership of the individual who created the post. In turn, curiosity leads to more positive attitudes toward the experience described or represented in the post, which leads to higher intentions to undertake that experience. Additionally, consumer susceptibility to interpersonal influence is found to moderate the relationship between group membership and curiosity. If susceptibility to interpersonal influence is strong enough, content posted by a dissociative group member can also arouse curiosity and positively influence attitudes and behavioral intentions.

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Section: Mediating Role Of Curiositysupporting

confidence: 92%

Section: Mediating Role Of Curiositymentioning

confidence: 99%

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Thomas

Vinuales

2017

Psychology and Marketing

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“…Consumer curiosity is achieved when a seller evokes mystery during shopping (Menon and Soman 2002). Some academics say that the induction of curiosity produces positive results for the retailer (Hill et al 2016). An emerging tool for retailers is augmented reality (Scholz and Smith 2016), with a promising future (Javornik 2016).…”

Section: Intellectual Experiencementioning

confidence: 99%

Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Cachero-Martínez

Vázquez‐Casielles

2018

Administrative Sciences

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In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers' needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers' engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers' engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.

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“…Curiosity is the motivating state among consumers when a marketer evokes mystery [43]. Researchers supporting that curiosity causes positive results for retailer [44]. For example, Apple Store shows its products and allows consumers to interact with them.…”

Section: Intellectual Experiencementioning

confidence: 99%

Stimulating Curiosity and Consumer Experience in a Retailer

Cachero-Martínez¹,

Vázquez‐Casielles²

2017

AJIBM

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Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer. KeywordsExperience Marketing, Emotion, Retail, Customer Experience Management Experiences and Emotions in Consumer BehaviorNowadays shopping experience plays an important role in consumer behavior that is why both academic experts and retailers pay special attention to it [1] [2][3]. When customers visit and shop in a retailer, they may want different experiences that surprise them. Therefore, retailers should control key determinants of customer experience dimensions for successful management of their store.Customer's surprise, resulting from the experiences in the store, can cause different emotions (e.g. happy, hopeful, entertaining, animated and/or enthusias- There are several studies on consumer experience [5] [6] [7], which refer to brand experiences [8], not to consumer experiences in a retailer. Therefore, retail managers still need methods and procedures that show them what they can offer in experience marketing. In this sense, this paper presents an important distinction between experiences for retailers who are interested in the experience economy. The study defines and conceptualizes the shopping experience construct. We begin with a review of the literature in consumer and marketing experience research, which analyzes when each type of experience occurs and how it affects consumer behavior. Next, we review the literature in consumer experience scale, and propose our own scale based on the literature. Later, we obtain the perception of different retailer sectors in each of the experience dimensions.Finally, from what is known, we highlight key insights, theoretical contributions and management implications for marketing practice. Designing ExperiencesCustomer experience depends not only on the aspects which retailers can control (store design, quality of service, promotion…), but also on factors that are outside of the retailer's control (relationship with other consumer, shopping motivations…) [9] [10]. However, marketing literature has identified different

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Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation

Cited by 125 publications

References 23 publications

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Stimulating Curiosity and Consumer Experience in a Retailer

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