Effects of awe on consumer preferences for healthy versus unhealthy food products

This research investigates how a discrete positive emotion (awe) impacts consumers' decisions on food choices. We probe and demonstrate that the experience of awe enhances consumer preferences for healthy versus unhealthy products. In a series of three studies, we find that awe, compared with a neutral emotion, increases consumers' likelihood to choose healthy products over unhealthy products (Study 1). Consumers' processing styles drive the observed awe effect (Study 2), whereby awe increases reliance on analytic processing, which leads to preferences for healthy products. Moreover, the experience of awe exerts a stronger influence on product choices among consumers with a chronic intuitive rather than analytic processing style (Study 3). Theoretical contributions to the research on awe, information processing, and healthy food preference, as well as practical implications for consumers and marketers, are discussed.     

Approaching awe,a moral,spiritual, and aesthetic emotion

In this paper we present a prototype approach to awe. We suggest that two appraisals are central and are present in all clear cases of awe: perceived vastness, and a need for accommodation, defined as an inability to assimilate an experience into current mental structures. Five additional appraisals account for variation in the hedonic tone of awe experiences: threat, beauty, exceptional ability, virtue, and the supernatural. We derive this perspective from a review of what has been written about awe in religion, philosophy, sociology, and psychology, and then we apply this perspective to an analysis of awe and related states such as admiration, elevation, and the epiphanic experience.     

Awe Enhances Creative Thinking: An Experimental Study

Awe is a complex emotion characterized by feelings of vastness and a need for accommodation. The aim of this study was to investigate whether the experience of awe impacts on peculiar dimensions of creative potential in terms of creative thinking. Fifty-two university students were exposed both to an awe-inducing 3D-video and to a neutral one in a within-subject design. After each video, participants reported the intensity and type of perceived emotion and completed two verbal tasks of the Torrance Tests of Creative Thinking (TTCT; Torrance, 1974). A direct causal relationship between awe and creative thinking was tested using generalized linear model. Results showed that awe affected key creative thinking components—fluency, flexibility and elaboration measured by the product improvement test—compared to the neutral stimulus. Implications of these findings for future research and limitations are discussed.     

The development of the Awe Experience Scale (AWE-S): A multifactorial measure for a complex emotion

ABSTRACT

Awe is a complex emotion composed of an appraisal of vastness and a need for accommodation. The purpose of this study was to develop a robust state measure of awe, the Awe Experience Scale (AWE-S), based on the extant experimental literature. In study 1, participants (N = 501) wrote about an intense moment of awe that they had experienced and then completed a survey about their experience. Exploratory factor analysis revealed a 6-factor structure, including: altered time perception (F1); self-diminishment (F2); connectedness (F3); perceived vastness (F4); physical sensations (F5); need for accommodation (F6). Internal consistency was strong for each factor (α ≥ .80). Study 2 confirmed the 6-factor structure (N = 636) using fit indices (CFI = .905; RMSEA = .054). Each factor of the AWE-S is significantly correlated with the awe items of the modified Differential Emotions Scale (mDES) and Dispositional Positive Emotion Scale (D-PES). Triggers, valence, and themes associated with awe experiences are reported.     

Awe or horror: differentiating two emotional responses to schema incongruence

ABSTRACT

Experiences that contradict one's core concepts (e.g. of the world, people, the self) elicit intense emotions. Such schema incongruence can elicit awe, wherein experiences that are too vast to understand with existing cognitive schemata cause one to feel that schemata should be updated [i.e. a “need for cognitive accommodation” (NFA); Keltner & Haidt, 2003. Approaching awe, a moral, spiritual, and aesthetic emotion. Cognition and Emotion, 17(3), 297–314]. However, other emotional responses to schema incongruence, such as horror, have not been investigated. The current studies compared awe and horror to investigate if they are distinct emotional responses to schema incongruence. Study 1 observed significant differences between awe and horror in cognitive appraisals (e.g. certainty, legitimacy), indicating several areas of dissimilarity. Study 2 found evidence that awe and horror are both responses to schema incongruence, as schema incongruence and NFA were salient in awe and horror, but not a contrast emotion. However, awe and horror were elicited by different types of schema incongruence: awe by spiritual vastness, horror by extremity. Awe-eliciting experiences also appeared to be easier to assimilate than horrifying experiences, as NFA and uncertainty were significantly lower in awe than in horror. Differences in the functions of horror and awe are also discussed.     

敬畏的心理模型及其认知神经机制

敬畏是由神秘、浩大且超出当前认知图式事物引发的复杂情绪体验, 具有自我超越性。敬畏的心理学研究近期受到极大的关注, 但敬畏的本质或心理机制是什么等问题还不清楚。针对“敬畏的心理过程是什么”这一科学问题, 我们通过文献综述, 在厘清敬畏的概念演变、相关理论发展和实证研究基础上拟提出敬畏的心理模型, 尝试阐述敬畏的心理过程及其认知神经机制。我们认为敬畏心理涉及预期评估、结果评价和自我超越等认知过程, 并且包含浩大感、顺应需求两大核心特征, 以及内部与外部、积极与消极两大主要维度。未来亟需在敬畏测量工具的研发、敬畏相关理论的验证及不同文化群体间敬畏行为的比较分析等方面进行多学科的基础和应用研究。     

The buffering effect of awe on negative affect towards lost possessions*

Abstract

Although the positive emotion of awe is of growing interest, past research has not directly examined its buffering effect in negative circumstances. As awe has been theoretically linked to experiences of vastness and spirituality, the present study proposes that awe helps individuals alleviate their negative affect, in the context of possession loss. Study 1 manipulated awe and examined participants’ responses in an imagined situation in which they lost a cherished possession. Study 2 manipulated awe and happiness and compared their effects on participants’ response to an actual loss in the form of points obtained and deducted during a laboratory task. In Study 3, daily experiences of awe, other positive emotions, and affect in response to actual loss, were measured using event sampling. In all studies, awe predicted lower negative affect towards loss of possessions. Implications of the function of awe in coping with loss and other future directions are discussed.     

Awe as a Scientific Emotion

Awe has traditionally been considered a religious or spiritual emotion, yet scientists often report that awe motivates them to answer questions about the natural world, and to do so in naturalistic terms. Indeed, awe may be closely related to scientific discovery and theoretical advance. Awe is typically triggered by something vast (either literally or metaphorically) and initiates processes of accommodation, in which existing mental schemas are revised to make sense of the awe‐inspiring stimuli. This process of accommodation is essential for the kind of belief revision that characterizes scientific reasoning and theory change. Across six studies, we find that the tendency to experience awe is positively associated with scientific thinking, and that this association is not shared by other positive emotions. Specifically, we show that the disposition to experience awe predicts a more accurate understanding of how science works, rejection of creationism, and rejection of unwarranted teleological explanations more broadly.     

When Sadness Comes Alive,Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption

Prior consumer research has studied the impact of anthropomorphism on product perception and evaluation. This research explores how anthropomorphic thinking influences people's experience of emotions and subsequent consumption behavior. Based on research on emotion regulation and the psychological process of detachment, we show that individuals instructed to anthropomorphize sadness (i.e., think of sadness as a person) report less experienced sadness afterward (Studies 1 and 2A). The same result is observed for its opposite, happiness, such that anthropomorphic thinking dilutes happiness (Study 2B). We argue that this reduction of emotion occurs because anthropomorphic thinking increases the perceived distance between the self and the anthropomorphized emotion, thereby creating a feeling of detachment. Evidence for a detachment process is found via measurement (Studies 3 and 4) and a theory‐guided moderation, with the effect lessening when sadness is seen as a dependent (vs. independent) person (Study 3). These findings have implications for consumer behavior. When sadness is ameliorated by anthropomorphic thinking, people tend to display better self‐control in subsequent consumption, as manifested by a greater likelihood of choosing a healthier or more practical product (Studies 4 and 5).     

Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.     

Predicting the Personal Appeal of Marketing Images Using Computational Methods

Images play a central role in digital marketing. They attract attention, trigger emotions, and shape consumers’ first impressions of products and brands. We propose that the shift from one‐to‐many mass communication to highly personalized one‐to‐one communication requires an understanding of image appeal at a personal level. Instead of asking “How appealing is this image?” we ask “How appealing is this image to this particular consumer?” Using the well‐established five‐factor model of personality, we apply machine learning algorithms to predict an image's personality appeal—the personality of consumers to which the image appeals most—from a set of 89 automatically extracted image features (Study 1). We subsequently apply the same algorithm on new images to predict consequential outcomes from the fit between consumer and image personality. We show that image‐person fit adds incremental predictive power over the images’ general appeal when predicting (a) consumers’ liking of new images (Study 2) and (b) consumers’ attitudes and purchase intentions (Study 3).     

The nature of awe: Elicitors,appraisals, and effects on self-concept

Awe has been defined as an emotional response to perceptually vast stimuli that overwhelm current mental structures, yet facilitate attempts at accommodation. Four studies are presented showing the information-focused nature of awe elicitors, documenting the self-diminishing effects of awe experience, and exploring the effects of awe on the content of the self-concept. Study 1 documented the information-focused, asocial nature of awe elicitors in participant narratives. Study 2 contrasted the stimulus-focused, self-diminishing nature of appraisals and feelings associated with a prototypical awe experience with the self-focused appraisals and feelings associated with pride. Study 3 found that dispositional awe-proneness, but not dispositional joy or pride, was associated with low Need for Cognitive Closure, and also documented a relationship between dispositional awe and increased emphasis on membership in “universal” categories in participants’ self-concepts. Study 4 replicated the self-concept finding from Study 3 using experimentally elicited awe. Implications for future work on awe are discussed.     

Oh,the things you don’t know: awe promotes awareness of knowledge gaps and science interest

ABSTRACT

Awe is described as an a “epistemic emotion” because it is hypothesised to make gaps in one’s knowledge salient. However, no empirical evidence for this yet exists. Awe is also hypothesised to be an antecedent to interest in science because science is one way to fill those knowledge gaps. Results from four pre-registered studies (N?=?1518) indicate that manipulating awe through online (Studies 1a, 1b, and 1c) and virtual reality (Study 2) videos, led to greater awareness of knowledge gaps. Awareness of knowledge gaps was consistently associated with greater science interest and to choosing tickets to a science museum over tickets to an art museum (Study 1b). These effects were not consistently observed on, nor moderated by, other measures related to cognition, religion, and spirituality. However, exploratory analyses showed that science interest was better predicted by positive emotions than by awe. Still, these results provide the first empirical evidence of awe as an “epistemic emotion” by demonstrating its effects on awareness of knowledge gaps. These findings are also extended to the effects of awe on science interest as one possible outcome of awareness of knowledge gaps.     

Music is awesome: Influences of emotion,personality, and preference on experienced awe

Awe is a complex, cognitive–conceptual emotion associated with transcendence and wonder. Music has the power to create this kind of transcendence. Can music evoke awe? Previous research demonstrates that awe is associated with individual differences in personality such as openness. This study examined whether different kinds of music across a wide variety of genres can evoke awe and whether the experience of awe depends on individual differences. The study further investigated the relationship of awe to patterns of emotional responses to different dimensions of musical genre. Study 1 demonstrated that high need for cognition and low cognitive closure predicted awe for reflective and complex music, that felt happiness predicted awe for all kinds of music, and that perceived happiness and sadness predicted awe only for reflective and complex music. Study 2 replicated the finding that perceived sadness can evoke awe in reflective and complex music and further demonstrated that experienced musical awe correlates with individual differences in the tendency to experience awe more generally. These results are of interest to advertisers interested in evoking awe with music and marketers interested in segmenting to target the appropriate populations for this purpose.     

敬则不逐物——敬畏对炫耀性消费倾向的抑制：小我的中介作用

以往炫耀性消费研究多囿于自尊补偿视角,本文着眼于驱动炫耀性消费动机的自我增强属性,提出敬畏的自我超越属性可以降低个体对自身目标重要性的评估（即提升“小我”水平）,进而降低炫耀性消费倾向。四个研究采用三种炫耀性消费倾向测量方式,通过测量特质敬畏（研究1a）和操纵状态敬畏（研究1b）均验证了敬畏对炫耀性消费倾向的抑制作用。研究2表明敬畏不影响非炫耀性消费倾向。研究3发现“小我”在敬畏与炫耀性消费倾向之间起到了中介作用。     

The effects of valence‐based and discrete emotional states on aesthetic response

There is increasing recognition that consumer aesthetics—the responses of consumers to the aesthetic or appearance aspects of products—has become an important area of marketing in recent years. Consumer aesthetic responses to a product are a source of pleasure for the consumer. Previous research into the aesthetic responses to products has often emphasized exterior factors and visual design, but studies have seldom considered the psychological aesthetic experience of consumers, and in particular their emotional state. This study attempts to bridge this gap by examining the link between consumers’ emotions and their aesthetic response to a product. Thus, the major goal of this study was to determine how valence‐based and discrete emotional states influence choice. In Studies 1 and 2, positive and negative emotions were manipulated to implement two different induction techniques and explore the effect of emotions on participants’ choices in two separate experiments. The results of both experiments confirmed the predictions, indicating that aesthetic responses and purchase intention are functions of emotional valence, such that both are stronger for people in a positive emotional state than for those in a negative emotional state. Study 2 also used a neutral affective state to establish the robustness of this observed effect of incidental affect. The results of Study 3 demonstrate that aesthetic response and purchase intention are not only a function of affect valence, but also are affected by the certainty appraisal associated with specific affective states. This research, therefore, contributes to the literature by offering empirical evidence that incidental affect is a determinant of aesthetic response.     

How regulatory focus influences consumer behavior

According to Higgins ( 1997 ) the theory of regulatory focus says that in terms of both information processing and motivation it makes a difference whether people have a promotion or prevention focus. In this paper, this theory will be applied to the area of consumer psychology. In three experiments we show that consumer's regulatory focus either measured or induced in a given situation influences product evaluations. Study 1 shows that consumers are interested in different product features depending on their focus; whereas in the prevention focus they are more interested in safety‐oriented aspects, in the promotion focus they concentrate more on comfort‐oriented qualities. In Study 2, a typical prevention product and a typical promotion product are compared with one another and data shows that focus compatible products are evaluated more positively. In Study 3 we demonstrate that advertisments that correspond to the focus of the consumer lead to more positive evaluations of the product than advertisments that are incompatible with the focus of the consumer. Theoretical and practical implications will be discussed. Copyright © 2006 John Wiley & Sons, Ltd.     

Political Conservatism and Anthropomorphism: An Investigation

In the current research, we explore the possibility that politically conservative consumers may anthropomorphize consumer products more than their liberal counterparts. This is possibly because conservatives need to manage uncertainty in the marketplace. One way to do so might be by assigning more human‐like attributes to inanimate products. We test this hypothesis in three studies by measuring (Studies 1 and 2) and manipulating political ideology (Study 3). We find that avoidance of uncertainty (Study 1) and need for order (Study 2) can explain conservatives’ greater anthropomorphism. The effect is stronger for unpredictable than predictable products as the former are associated with greater uncertainty, which conservatives need to manage (Study 3). Also, we report that greater anthropomorphism of products can increase the perceived functionality of the products (Studies 2 and 3), offering implications for marketers. In all, the results offer support for our key hypothesis that conservatives anthropomorphize more; they also provide preliminary support for the role of uncertainty management in conservatives’ greater anthropomorphism of products. In our General Discussion, we discuss alternate explanations for the key effect and present some directions for further research in this area.     

消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

Exploring the social aspects of goose bumps and their role in awe and envy

Both awe and envy are emotions that can result from observing a powerful other, but awe should stabilize social hierarchies while envy should undermine them. Three studies explored how the physiological reaction of goose bumps might help in understanding these distinctive reactions to powerful others, as goose bumps should be associated with awe rather than envy. In Study 1, participants kept a four-week journal and made a detailed entry each time they experienced goose bumps. Goose bumps resulting from the emotion of awe were the second most frequently occurring type after reactions to cold. Consistent with understanding awe as an emotional reaction to powerful or superior others (Keltner and Haidt in Cogn Emot 17:297?C314, 2003), many of these experiences had social triggers. In Study 2, accounts of goose bumps resulting from exposure to powerful or superior others contained greater awe than envy. Also, the intensity of goose bumps was positively correlated with awe and negatively correlated with envy. In Study 3, accounts of awe contained more goose bumps than accounts of envy, and goose bumps were positively correlated with awe.