Our recent publication by Yu Pan, Ivan Ka Wai Lai & Jose Weng Chou Wong explores how museum posters stimulate curiosity and the urge to visit among young visitors by investigating the interaction between visual appeal and textual presentation. This study explores the impact of the mysterious appeal of museum posters on evoking potential young visitors’ curiosity and impulse to visit, considering the moderating effect of verbal introduction via two experimental studies. In study 1, a between-group one-way experiment (visual appeal: mysterious vs. non-mysterious) to explore how poster appeal affects potential young visitors’ impulse to visit through curiosity. Study 2 was a 2 (visual appeal: mysterious vs. non-mysterious) × 2 (textual introduction: concrete vs. abstract) between-group experiment to test the interaction effect of the visual appeal and textual introduction. The findings indicate that when the visual appeal is mysterious, prospective young visitors experience heightened curiosity and a higher impulse to visit. Especially when the textual introduction is concrete, the impact is amplified. This research offers insights into effective poster design for tourism marketing. 澳门科技大学 澳门理工大学 Full paper: https://lnkd.in/dE6MSDJc
