Lighting the fire of curiosity: How agents of transformation can ignite and sustain transformative consumer journeys

Abstract

This paper explores the role of curiosity in transformative consumer journeys through a Transformative Consumer Research (TCR) lens. We introduce curiosity as a powerful and overlooked motivational force that can ignite and sustain consumer transformation, especially when individuals face personal, organizational, and systemic barriers. Curiosity is associated with the pursuit of new knowledge and information as well as persistence in the face of challenges. We believe curiosity can be leveraged to facilitate both the initiation and long-term pursuit of transformative consumer journeys. The transformative impact of curiosity is examined at micro-, meso-, and macro-levels, encompassing individual, social, and marketplace transformation. Through a detailed review of relevant literature and the introduction of the Curiosity-Centered Transformation Framework, our research highlights how curiosity can help consumers overcome barriers to transformation and foster well-being. The paper also discusses potential avenues for future research, emphasizing the need to investigate the integration of curiosity with other cognitive processes and the boundary conditions under which curiosity might hinder, rather than help, transformation. Ultimately, this research advocates for curiosity as an important, yet underutilized, tool in promoting consumer well-being and transformative experiences.