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Peculiar or puzzling? How curiosity type influences image and text advert responses

Author

Listed:
  • Parkin, Nathan M.

    (Amazon.com, LLC., USA)

  • Huff, Steven C.

    (Utah Valley University, USA)

Abstract

This research demonstrates the effect of sensory (or perceptual) and intellectual (or epistemic) curiosity on consumer attitudes about products, brands and advertisements and their purchase behaviours in response to text and image-based advertisements. It supports two important findings: (1) those with inherent intellectual curiosity are more likely to experience more favourable attitudes towards a brand, advertisement or product when exposed to image-based advertisements; and (2) those with inherent sensory curiosity are more likely to experience higher attitudes and purchase intentions in general, but this effect may weaken or even reverse when exposed to image rather than text-based advertisements. These findings suggest that advertisers could be more effective if they tailored their use of image and text-based communications (eg text vs image ads, posts and text or image-dominant channels) to the type of curiosity that is most prominent in the segments they target.

Suggested Citation

  • Parkin, Nathan M. & Huff, Steven C., 2020. "Peculiar or puzzling? How curiosity type influences image and text advert responses," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 8(2), pages 144-155, September.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:8:i:2:p:144-155
    as

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    More about this item

    Keywords

    epistemic curiosity; perceptual curiosity; verbal and visual processing; text and image advertising; digital advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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