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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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