The Effect of Consumer Curiosity on Evaluation of Interrupting Advertisements

Abstract

In general, advertisement is interrupting and intrusive and people are interrupted all the time. However, in certain circumstances interrupted advertisements may bring a more pleasant viewing experience to consumers. This research examines how advertisements types influence the evaluation of interrupting advertisements. Prior research has mainly focused on the effect of consumer curiosity and reward-seeking goal in the diverse domain. The current research goes to examine how the type of advertisements (e.g informative, emotional ads) influences consumers’ response attitudes to evualuated the interrupted commercial and the main programs. Evaluation of information advertising should be lowered originally, but information-seeking goal was successfully satisfied. Across the one experiments, I found that when people are interrupted before important information is revealed, people would evaluate informative ads more favorably. This research contributes to both curiosity and interruption advertisements literature and offers important practical implications.