9-L: Healthy Or Happy? How Awe Enhances Consumers’ Preferences For Healthy Products

Three studies demonstrate that experiencing awe (vs. neutral emotion) enhances consumers’ preferences for healthy products (vs. unhealthy products). The effect is driven by analytic processing, and is stronger for consumers with chronic affective (vs. cognitive) information processing style.



Citation:

Fei Cao, Xia Wang, and Ze Wang (2017) ,"9-L: Healthy Or Happy? How Awe Enhances Consumers’ Preferences For Healthy Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1035-1035.

Authors

Fei Cao, Renmin University of China, P.R. China
Xia Wang, Renmin University of China, P.R. China
Ze Wang, University of Central Florida, United States



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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