The impact of collaboration unexpectedness on consumer curiosity through schema incongruity

Key Points

• Collaboration unexpectedness significantly boosts consumer curiosity levels, impacting engagement and interest.
• A notable increase in curiosity was observed, linking schema incongruity with consumer responses to unexpected collaborations.
• Observational analysis investigating the relationship between schema incongruity and cognitive processing was conducted with diverse consumer groups.
• Findings highlight the potential for marketing strategies to utilize unexpected collaborations to effectively pique consumer interest.