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



Share Proceeding

Featured papers

See More

Featured

P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More

Featured

L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation

Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

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.