Effects of Awe on Consumer Healthy Food Choices

This research investigates when, how, and why consumers’ feelings of awe impact their food preferences. Findings in three empirical studies indicate that awe enhances preferences for healthy products versus unhealthy counterparts. This effect is mediated by the analytical processing associated with awe and moderated by consumers’ chronic information processing style.


Fei Cao, Xia Wang, and Ze Wang (2018) ,"Effects of Awe on Consumer Healthy Food Choices", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 281-281.


Fei Cao, Renmin University of China, China
Xia Wang, Renmin University of China, China
Ze Wang, University of Central Florida, USA


E - European Advances in Consumer Research Volume 11 | 2018

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