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The curious case of productivity orientation: The influence of advertising stimuli on affect and preference for subscription boxes

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  • Toteva, Irina T.
  • Lutz, Richard J.
  • Shaw, Eric H.

Abstract

This research evaluates the interplay of emotion, cognition, and individual differences such as productivity orientation. Two experimental design studies using Mturk participants test the proposed effects of curiosity evoked by advertising stimuli with mystery on positive affect and preference for curated subscription boxes. The results show that advertising stimuli with mystery can have a negative influence on positive affect unless people feel high curiosity. We further demonstrate that people with high productivity orientation are more likely to experience high positive affect and to prefer “curated for you†items compared to low productivity-oriented people, after viewing advertising stimuli with mystery.

Suggested Citation

  • Toteva, Irina T. & Lutz, Richard J. & Shaw, Eric H., 2021. "The curious case of productivity orientation: The influence of advertising stimuli on affect and preference for subscription boxes," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002435
    DOI: 10.1016/j.jretconser.2021.102677
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    References listed on IDEAS

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    1. Lee, Cary & Wyllie, Jessica & Brennan, Stacey, 2025. "Eye-opening! Exploring uncertainty marketing through hedonic blind box collectibles," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
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    3. Diogo Lima & Ricardo F. Ramos & Pedro Miguel Oliveira, 2024. "Customer satisfaction in the pet food subscription-based online services," Electronic Commerce Research, Springer, vol. 24(2), pages 745-769, June.
    4. Van Droogenbroeck, Ellen & Willems, Kim, 2025. "Unpacking preferences for surprise subscription boxes - A Kano-based study of present, former, and non-users," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    5. Rese, Alexandra & Baier, Daniel, 2025. "Rental clothing box subscription: The importance of sustainable fashion labels," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    6. Vazquez, Erik Ernesto & Patel, Chirag & Alvidrez, Salvador & Siliceo, Lorena, 2023. "Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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