The Awed Holistic Thinker: the Effect of Awe Experience on Individuals’ Thinking Styles

This research examines the effect of awe on people’s thinking styles. Seven studies showed that awe could promote holistic thinking (studies 1, 2A-2D) through the mediating role of self-diminishment tendency (study 3). Moreover, we demonstrated how the proposed effect influences consumers’ reactions to service failures (study 4).


Ran Li and Tao Tao (2020) ,"The Awed Holistic Thinker: the Effect of Awe Experience on Individuals’ Thinking Styles", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1207-1207.


Ran Li, Chinese University of Hong Kong, China
Tao Tao, Hong Kong Baptist University


NA - Advances in Consumer Research Volume 48 | 2020

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