The Unexpected Consequences of Beautiful Products: Sacredness, Awe and Forgiveness

We extend the literature on beauty in consumer behavior by examining the degree to which ordinary, but beautiful, products can evoke perceptions of sacredness and feelings of awe relative to functional alternatives. Importantly, we find that such perceptions of sacredness and awe increase consumers’ propensity to forgive a company transgression.


Ludovica Cesareo, Patti Williams, Eugenia Wu, and Keisha Cutright (2017) ,"The Unexpected Consequences of Beautiful Products: Sacredness, Awe and Forgiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 555-557.


Ludovica Cesareo, University of Pennsylvania, USA
Patti Williams, University of Pennsylvania, USA
Eugenia Wu, University of Pittsburgh, USA
Keisha Cutright, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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