Abstract
Human curiosity has been identified as one of important basic research areas of future for buyer behavior.' In literature, some outstanding work pertaining to curiosity has been completed by Berlyne. He defines curiosity as the condition of discomfort, due to an inadequacy of information, that motivates specific exploration.' The purpose of this study is to determine if human curiosity was a significant factor in an actual outdoor advertising campaign. The study was conducted in a standard metropolitan statistical area (SMSA) in southern part of United States. An outdoor advertising firm, in SMSA where study was conducted, provided billboards and telephone interviews for experiment. An explanation of methodology employed to conduct study is found in following paragraphs.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
