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.



Citation:

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.

Authors

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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