Marketing Research Seminar - Craig Anderson, HEC Paris

Papers about awe often include a list that illustrates the diversity of stimuli that can trigger awe, for example, “the sight of stars, the image of earth from orbit, or witnessing childbirth.” These lists commonly include a mix of things that are physically large (e.g., impressive nature or outer space) and extraordinary events (e.g., religious conversions, the birth or death of loved ones). But what about products? The current work examines how objects and products—which are neither as large nor extraordinary as the above—can nevertheless elicit awe, why they do so, and how this can impact downstream consumer behavior.

Across ten studies (n = 3,300), I show that manipulating the vastness that consumers perceive in objects and products (such as age, potency, conceptual design, and spiciness) impacts the awe response of consumers. I show that this effect is explained by need for accommodation, and that it operates independent of positive affect, and perceptions of quality, scarcity, and beauty. In terms of practical marketing implications, building on the existing literature on awe and curiosity, I demonstrate that awe-inspiring, high-vastness conditions heighten consumer curiosity and increase requests for product information. These findings highlight vastness and awe as tools for product marketers to increase consumer engagement.