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Awe‐inspired: Appraising awe's consequences for consumers and brands

Lisa A. Cavanaugh

Journal of Consumer Psychology2025https://doi.org/10.1002/jcpy.1451article
FT50AJG 4*ABDC A*
Weight
0.48

Abstract

This article builds on Keltner's conceptual model of awe, innovation, and choice (Keltner, 2025). This article expands on the framework in two main ways by outlining (1) when awe could have positive versus negative consequences for consumer choice and (2) how focusing on distinctive aspects of the consumer behavior setting may further enhance understanding of awe. Building on these themes, this article proposes several areas for research: examining granular aspects of the core appraisals, further characterizing different cognitive functions, considering consequences for different consumer choice domains (e.g., decision making, indulgence, customization), and focusing on how different kinds of relationships (e.g., brand communities), types of prosocial action (e.g., donating vs. volunteering), and forms of brand generated awe (direct vs. indirect) impact consumer behavior. This article offers specific propositions to encourage future research on how awe may impact consumers and brands.

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https://doi.org/https://doi.org/10.1002/jcpy.1451

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@article{lisa2025,
  title        = {{Awe‐inspired: Appraising awe's consequences for consumers and brands}},
  author       = {Lisa A. Cavanaugh},
  journal      = {Journal of Consumer Psychology},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1002/jcpy.1451},
}

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Evidence weight

0.48

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.41 × 0.4 = 0.16
M · momentum0.63 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.