The Significance of Human Curiosity in an Outdoor Advertising Experiment

Human curiosity has been identified as one of important basic research areas of future for buyer behavior.' In literature, some outstanding work pertaining to curiosity has been completed by Berlyne. He defines curiosity as the condition of discomfort, due to an inadequacy of information, that motivates specific exploration.' The purpose of this study is to determine if human curiosity was a significant factor in an actual outdoor advertising campaign. The study was conducted in a standard metropolitan statistical area (SMSA) in southern part of United States. An outdoor advertising firm, in SMSA where study was conducted, provided billboards and telephone interviews for experiment. An explanation of methodology employed to conduct study is found in following paragraphs.