Keywords: Curiosity
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Journal Articles
Journal Articles
European Journal of Innovation Management (2017) 20 (3): 350–371.
Published: 14 August 2017
...Maria Sääksjärvi; Tripat Gill; Erik Jan Hultink Purpose The purpose of this paper is to focus on the potentially positive role of rumors in generating curiosity about new products, and further shows how this prior knowledge through rumors affects consumer responses to subsequent official...

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