N13. Smaller Self But Larger Tips? the Effect of Awe on Consumers’ Tipping Intention
Two experiments showed that feeling awe can systematically affect consumers’ tipping intention. Specifically, this awe-tipping relationship is driven by two countervailing processes: feeling awe makes consumers feel closer to the server (which increases the tendency of tipping) but simultaneously decrease their power distance belief (which decreases the tendency of tipping).
Ran Li (2018) ,"N13. Smaller Self But Larger Tips? the Effect of Awe on Consumers’ Tipping Intention", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 917-917.
Ran Li, Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 46 | 2018
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