Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda

ABSTRACT The aim of this study is to conduct a systematic review of the literature on consumer curiosity and its impact on consumer behavior. The “Scientific Procedures and Rationales for Systematic Literature Reviews” (SPAR‐4‐SLR) methodology and the “Theory, Context, Characteristics, and Methodology” (TCCM) framework were employed to analyze 122 papers published between 1992 and 2024. Articles were selected from the Web of Science database using key terms related to consumer curiosity. Consumer curiosity is a complex phenomenon that influences various aspects of consumer behavior, including purchase decisions, consumer engagement, and adaptation to new technologies. Curiosity serves as a significant moderator and mediator in consumer interactions with the market, especially in the context of new technologies such as AI and VR. The findings of this review indicate a growing interest in studying consumer curiosity in recent years, as reflected by the increasing number of publications. The practical implications of the analysis are significant for various stakeholders. Businesses can leverage these findings to develop more effective marketing strategies that engage consumers by stimulating their curiosity. Understanding how curiosity influences decision‐making can also aid in the development of innovative products and services that better meet consumers' unmet needs. Additionally, academic researchers can build on the theoretical frameworks related to consumer curiosity and design future research based on identified gaps. Finally, managers and marketing professionals can apply these insights to personalize shopping experiences and enhance consumer engagement, which can lead to increased brand loyalty and competitive advantage. This review emphasizes the need for further research on the role of curiosity in consumer behavior and its impact on product innovation and marketing strategies and provides recommendations for future research directions that could contribute to a deeper understanding of how curiosity shapes consumer interactions with brands and products.