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Since psychology’s inception, curiosity has served a central role in studies of cognition, motivation, and emotion. The use of curiosity in marketing and advertising has been a powerful and persuasive tool for over a century. As a way to ignite desire, the curiosity archetype plays a key role in building consumer culture. 

 

The basic assumptions about curiosity are often disagreed upon and sometimes controversial, with some theorists contending that to be curious involves discomfort and uncertainty. Others argue that the experience of being curious is intrinsically pleasurable. These distinctions in correlation to marketing and depth psychology are relevant to understanding the dichotomy present in an archetypal expression. These are some of the ideas that will be discussed in depth throughout the topics of this site.