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Consumers are known to show a paradoxical tendency to favour both familiar and novel marketing stimuli such as products and advertisements. However, an explanation for this paradox has yet to be proposed. This provides immense challenges for marketing practices that conventionally strive to build familiarity (e.g. building awareness, recognition, recall, and customer relationships). Using the emotion differentiation framework, this theoretical paper shows that this paradox is a result of two distinct emotions – liking and interest. Specifically, consumers like familiarity but are interested in novelty. This paper offers six empirical propositions to: (1) differentiate interest from liking; (2) show that liking motivates consumers to favour familiarity whereas interest motivates consumers to prefer novelty; (3) demonstrate that interest accounts for previously explained boundary conditions of the familiarity–liking effect; and (4) provide insights to explain previous conflicting findings in the field of innovation, advertising, and consumer psychology research.

In an era of digital technology and the Internet, terrorists can communicate their threats directly to citizens of Western countries. Yet no research has examined whether these messages change individuals' attitudes and behavior or the psychological processes underlying these effects. Two studies (conducted in 2008 and 2010) examined how American, Australian, and British participants responded to messages from Osama bin Laden that threatened violence if troops were not withdrawn from Afghanistan. Heightened fear in response to the message resulted in what we call "aggressive capitulation," characterized by two different group‐protection responses: (1) submission to terrorist demands in the face of threats made against one's country and (2) support for increased efforts to combat the source of the threat but expressed in abstract terms that do not leave one's country vulnerable. Fear predicted influence over and above other variables relevant to persuasion. Theoretical and practical implications are discussed.