Awe Expands People’S Perception of Time, Alters Decision Making, and Enhances Well-Being

Although marketers often incorporate awe-eliciting stimuli into promotional materials, surprisingly little is known about awe’s downstream effects. In three experiments, we examine the temporal consequences of awe and find that awe (vs. happiness or neutral feelings) expands one’s perception of time, which in turn influences consumer decisions and subjective well-being.


Melanie Rudd, Kathleen D. Vohs, and Jennifer Aaker (2011) ,"Awe Expands People’S Perception of Time, Alters Decision Making, and Enhances Well-Being", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 262-263.


Melanie Rudd, Stanford University, USA
Kathleen D. Vohs, University of Minnesota, USA
Jennifer Aaker, Stanford University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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