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The Power of Curiosity: Motivating Consumers to Learn

Article Preview The full version of this article is available exclusively to registered MSI members.

Curiosity may have killed the cat, but it is the hook that many advertisers use to generate interest in their products. And a new study conducted by Satya Menon and Dilip Soman—of the University of Chicago and the University of Colorado at Boulder, respectively—shows that…

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