文献类型：期刊文献

英文题名：Awe, consumer conformity and social connectedness

作者：Yang, Yan[1];Hu, Jing[2];Nguyen, Bang[3]

机构：[1]East China Univ Sci & Technol, Mkt, Shanghai, Peoples R China;[2]Shandong Normal Univ, Jinan, Peoples R China;[3]Shanghai Univ, Ctr Innovat & Entrepreneurship, Shanghai, Peoples R China

年份：2021

卷号：39

期号：7

起止页码：893

外文期刊名：MARKETING INTELLIGENCE & PLANNING

收录：;WOS:【SSCI(收录号:WOS:000664368600001)】；

基金：The authors are thankful to National Natural Science Foundation of China (Grant No. 71772064).

语种：英文

外文关键词：Awe; Emotion; Conformity; Consumer choice; Social connectedness

摘要：Purpose The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect. Design/methodology/approach We test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks. Findings This research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers. Practical implications Marketers can promote the sales of mass-market products through inducing awe. Social implications Public regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases. Originality/value The research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.