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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... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

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

Psychology & Marketing , Volume 34 (9) – Sep 1, 2017

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Publisher
Wiley
Copyright
Copyright © 2017 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.21029
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Psychology & MarketingWiley

Published: Sep 1, 2017

Keywords: ; ; ; ;

References

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