Awe‐inspired: Appraising awe's consequences for consumers and brands
基于Keltner的敬畏概念模型，本文探讨了敬畏何时对消费者选择产生积极或消极影响，以及消费者行为环境如何增强对敬畏的理解，并提出未来研究方向。
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.