Viewpoint: Just Asking - Why You Should Make People Curious about Your Brand

Joel Rubinson

In Viewpoint, Joel Rubinson discusses the effect of curiosity on humans and how marketers can engage it.

Viewpoint: Just Asking - Why You Should Make People Curious about Your Brand

Joel Rubinson

The Advertising Research Foundation

“Curiosity is an emotion related to natural inquisitive behavior such as exploration, investigation, and learning, evident by observation in human and many animal species.”

—Wikipedia

CURIOSITY IS BAKED INTO EACH OF US

As an emotion, curiosity impels us to do things beyond logic and beyond functional purpose. It makes us explorers, discoverers. As consumers and shoppers, often we are curious and try new varieties of things we need—a new flavor of yogurt or a new...

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