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

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

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

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.

Keywords: Curiosity; Productivity orientation; Subscription boxes (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002435

DOI: 10.1016/j.jretconser.2021.102677

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