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 MoreFeatured
Inside Jokes: Humor as social exclusion
Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA
Featured
R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual
Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong
Featured
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London