{"title":"Awe, consumer conformity and social connectedness","authors":"Yan Yang, Jing Hu, B. Nguyen","doi":"10.1108/mip-01-2021-0017","DOIUrl":null,"url":null,"abstract":"PurposeThe 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/approachWe 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.FindingsThis 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 implicationsMarketers can promote the sales of mass-market products through inducing awe.Social implicationsPublic regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.Originality/valueThe 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.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2021-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Intelligence & Planning","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/mip-01-2021-0017","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 4
Abstract
PurposeThe 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/approachWe 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.FindingsThis 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 implicationsMarketers can promote the sales of mass-market products through inducing awe.Social implicationsPublic regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.Originality/valueThe 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.
期刊介绍:
Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.