Dissertation
THE SIGNIFICANCE OF AWE FOR CONSUMER BEHAVIOR
Doctor of Philosophy (PhD), Washington State University
01/2020
Handle:
https://hdl.handle.net/2376/111761
Abstract
The current research focuses on the transformative emotional experience of awe and its effect on consumers’ behavior. Chapter one (1) delineates how feelings of awe are defined, (2) identifies the affective, psychophysiological, and cognitive consequences of awe, (3) discusses how awe is elicited by practitioners, and (4) reviews current academic investigations of awe experiences in consumer behavior. Contrary to the existing awe research that focuses mostly on virtuous or constructive consumer behaviors, chapter two demonstrates that experiencing awe stimulates a preference for uncommon or beyond-ordinary choices that are uncomfortable, unfamiliar, or unethical (i.e., extraordinary choice). The chapter suggests awe as a novel means to ease burdens of presenting beyond-ordinary consumption options by practitioners. Chapter three demonstrates general conclusion, implications, limitations, and future directions of chapter one and two.
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Details
- Title
- THE SIGNIFICANCE OF AWE FOR CONSUMER BEHAVIOR
- Creators
- Eujin Park
- Contributors
- Elizabeth Howlett (Advisor)Andrew Perkins (Committee Member)Jeff Joireman (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 75
- Identifiers
- 99900581610901842
- Language
- English
- Resource Type
- Dissertation