How Awe Might Be Awesome: the Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

In this paper, we explore the role of awe in consumers’ food consumption and perceptions of misshapen produce. Our findings show that feelings of awe increases individuals’ tendencies towards virtuous foods and positively influences their attitudes towards abnormally shaped produce. Implications for reducing food waste in society are discussed.


Begum Oz and Elizabeth Miller (2018) ,"How Awe Might Be Awesome: the Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 734-735.


Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More


C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More


Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.