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Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion.

Daniella Kupor1, Jayson Jia2, Zakary Tormala3

  • 1Boston University, MA, USA.

Personality & Social Psychology Bulletin
|August 7, 2020
PubMed
Summary

Mentioning that something has changed sparks curiosity and information seeking. This can positively or negatively impact attitudes based on the information found, influencing consumer behavior and persuasive outcomes.

Keywords:
changecuriosityinformation seeking

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Area of Science:

  • Psychology
  • Consumer Behavior
  • Social Cognition

Background:

  • Understanding how change references influence attitudes is crucial in marketing and communication.
  • Existing research highlights longevity biases, but the role of curiosity in response to change is less explored.

Purpose of the Study:

  • To investigate the psychological impact of change references on attitudes and intentions.
  • To determine the mediating role of curiosity and information seeking in evaluating changed entities.
  • To identify conditions under which change references lead to positive or negative evaluations.

Main Methods:

  • Seven experiments were conducted to test the effects of change references.
  • Participants' perceptions of longevity, curiosity, information seeking, and evaluations were measured.
  • The influence of information availability on evaluations was manipulated.

Main Results:

  • Referencing change decreased perceived longevity but increased curiosity.
  • Curiosity motivated information seeking, which in turn influenced evaluations.
  • In the absence of further information, change references led to negative evaluations, supporting longevity biases.

Conclusions:

  • Change references have a significant and generalizable impact on persuasive outcomes.
  • Curiosity and subsequent information seeking are key mediators of this effect.
  • The information environment critically determines whether change references enhance or depress evaluations.