Viewpoint

I greatly appreciate the opportunity to comment on the insightful and thought-provoking essays by Wathne and Fjeldstad (2020), Scheer (2020) and Ritter (2020)[¹]. These essays address important issues for business marketing researchers and highlight why business marketing is such an interesting academic field. I will use my commentary to discuss the essays from an “interestingness” perspective and, in the process, provide marketing academics with recommendations for future action and research.

According to Silvia (2006), interest as an emotion that is motivated by the presence of novelty, conflict, complexity and uncertainty. Novelty deals with newness and...