How Awe in Marketing Communications Decreases Consumer Preferences for Limited Edition Products
研究了敬畏感在营销传播中如何降低消费者对限量版产品的偏好，发现敬畏感会减少消费者对排他性的渴望，从而产生负面影响，但通过调整信息框架可以逆转这一效果。
Awe is commonly employed in marketing communications given its powerful ability to inspire consumers. Despite the prevalent use of awe in advertising limited edition (LE) products, research has yet to examine when and how awe can benefit or hurt these promotional efforts. Findings across nine studies demonstrate that awe typically has a negative impact on consumer engagement and product preferences toward LE items. This effect results from the reduced desire for exclusivity that a consumer has when experiencing awe. These findings are generalized to several contexts, including a field study of persuasive communications and consumer choices in a metaverse environment. However, awe can enhance consumer preferences toward LE products when promotional messages are framed to reduce this incongruence. This research provides insights for marketers on the conditions under which incorporating awe in LE product campaigns might prove beneficial or counterproductive.