The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour
Consumers are known to show a paradoxical tendency to favour both familiar and novel marketing stimuli such as products and advertisements. However, an explanation for this paradox has yet to be proposed. This provides immense challenges for marketing practices that conventionally strive to build fa...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/14878 |
| _version_ | 1848748741378441216 |
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| author | Sung, Billy Phau, Ian Vanman, E. Hartley, N. |
| author_facet | Sung, Billy Phau, Ian Vanman, E. Hartley, N. |
| author_sort | Sung, Billy |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Consumers are known to show a paradoxical tendency to favour both familiar and novel marketing stimuli such as products and advertisements. However, an explanation for this paradox has yet to be proposed. This provides immense challenges for marketing practices that conventionally strive to build familiarity (e.g. building awareness, recognition, recall, and customer relationships). Using the emotion differentiation framework, this theoretical paper shows that this paradox is a result of two distinct emotions – liking and interest. Specifically, consumers like familiarity but are interested in novelty. This paper offers six empirical propositions to: (1) differentiate interest from liking; (2) show that liking motivates consumers to favour familiarity whereas interest motivates consumers to prefer novelty; (3) demonstrate that interest accounts for previously explained boundary conditions of the familiarity–liking effect; and (4) provide insights to explain previous conflicting findings in the field of innovation, advertising, and consumer psychology research. |
| first_indexed | 2025-11-14T07:09:52Z |
| format | Journal Article |
| id | curtin-20.500.11937-14878 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:09:52Z |
| publishDate | 2016 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-148782020-07-24T06:53:11Z The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour Sung, Billy Phau, Ian Vanman, E. Hartley, N. Consumers are known to show a paradoxical tendency to favour both familiar and novel marketing stimuli such as products and advertisements. However, an explanation for this paradox has yet to be proposed. This provides immense challenges for marketing practices that conventionally strive to build familiarity (e.g. building awareness, recognition, recall, and customer relationships). Using the emotion differentiation framework, this theoretical paper shows that this paradox is a result of two distinct emotions – liking and interest. Specifically, consumers like familiarity but are interested in novelty. This paper offers six empirical propositions to: (1) differentiate interest from liking; (2) show that liking motivates consumers to favour familiarity whereas interest motivates consumers to prefer novelty; (3) demonstrate that interest accounts for previously explained boundary conditions of the familiarity–liking effect; and (4) provide insights to explain previous conflicting findings in the field of innovation, advertising, and consumer psychology research. 2016 Journal Article http://hdl.handle.net/20.500.11937/14878 10.1016/j.ausmj.2016.11.005 Elsevier restricted |
| spellingShingle | Sung, Billy Phau, Ian Vanman, E. Hartley, N. The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title | The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title_full | The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title_fullStr | The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title_full_unstemmed | The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title_short | The Emotion of Interest and its Relevance to Consumer Psychology and Behaviour |
| title_sort | emotion of interest and its relevance to consumer psychology and behaviour |
| url | http://hdl.handle.net/20.500.11937/14878 |