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).
Citation:
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.
Authors
Ran Li, Chinese University of Hong Kong, China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants
Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA
Featured
How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
Featured
D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University