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.