Consumer curiosity: A bibliometric and bibliographic synthesis

Curiosity is a concept studied particularly in psychology. Today, it is used by practitioners in marketing to support strategies of attractiveness, motivation, or to capture attention. This article proposes a multidisciplinary synthesis of this concept through a bibliometric analysis and a literature review. A conceptual framework is proposed for marketing researchers interested in curiosity, offering a new definition of the concept, its antecedents, and its effects. A research agenda prioritized by practitioners can serve as the basis for future work. Curiosity, traditionally explored in psychology, has found its place in marketing as a means for enhancing appeal, motivation, and attention. This article offers a comprehensive multidisciplinary overview of curiosity by combining bibliometric analysis and literature review. It introduces a new framework for marketing researchers interested in curiosity, presenting a fresh definition, its precursors, and outcomes. It also outlines a research agenda shaped by practitioners to guide future inquiries.