Title Page
Contents
Abstract 6
1. Introduction 7
2. Literature 8
2.1. Curiosity 8
2.2. Customer engagement in an email 9
2.3. Personalization 10
3. Case study 11
3.1. Manipulation check 12
4. Experiment 13
4.1. Experiment 1 13
4.1.1. Participants 13
4.1.2. Procedure 14
4.1.3. Measure 14
4.1.4. Results and Discussion 15
4.2. Experiment 2 15
4.2.1. Participants 16
4.2.2. Procedure 16
4.2.3. Measure 17
4.2.4. Results and Discussion 18
5. General Discussion 20
5.1. Summary of experimental findings 20
5.2. Academic contribution 20
5.3. Managerial Implications 21
5.4. Limitations and suggested future research 21
References 22
Abstract 26
Table 1. Subjects line of an email used in Experiment 1 14
Table 2. Experimental Condition 16
Table 3. Subjects line of an email used in Experiment 2 17
Table 4. Percentage of the participants who open the email 20