N9. Effects of Awe on Consumers’ Preferences For Bounded Brand Logos
Two studies probe and demonstrate that experiencing awe, a positive emotion characterized by perceived vastness and need for accommodation, compared with neutral emotion, enhances consumers’ preferences for bounded brand logos and this effect is probably driven by loss of control. The effect is stronger for chronic promotion-focused (versus prevention-focused) consumers.
Fei Cao and Xia Wang (2018) ,"N9. Effects of Awe on Consumers’ Preferences For Bounded Brand Logos", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food
Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand
R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA