The Effect of PPL Exposure of Innovative Products on Attitude toward a Product: Focusing on the Mediating Effect of Perceived Curiosity

Abstract

Purpose – The purpose of this study is to verify the effect of PPL exposure to innovative new products on attitude based on data from actual companies. Design/Methodology/Approach – This study explored the mediating effect of perceived curiosity in the effect of the PPL exposure of innovative new products on product attitudes targeting 142 actual innovative product buyers. To this end, bootstrapping was performed based on Hayes' PROCESS macro. Findings – The PPL exposure of innovative products causes consumers to form positive product attitudes, and there was perceived curiosity at the base. Research Implications – The PPL exposure group examined in this study led them to have a positive product attitude toward innovative products. The reason for this is as follows. Most innovative products are unfamiliar or untrustworthy. Therefore, the acquisition of knowledge or information about the product has an important effect on product attitude. The PPL exposure examined in this study aroused perceived curiosity in consumers, which led them to explore more information, thereby reducing the risk of innovative products. Pre-generated awareness as a control variable in this process did not affect perceived curiosity. This means that company or brand awareness is not important for exposure through PPL to lead consumers to a positive attitude.