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
Share Proceeding
Featured papers
See MoreFeatured
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
Featured
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA