Evidence from three experiments shows that construing the release of information about product innovations in part as games that consumers must complete successfully increases innovation adoption relative to the unrestricted release of the same information. This effect is sequentially mediated by the state of playfulness via an increased curiosity.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Association for Consumer Research
Publisher place
Duluth, MN
Volume
Vol. 11
Start page
208
End page
209
Pages
2
Event Title
Association for Consumer Research Asia-Pacific Conference