More on the Consequences of Awe (01-07-19)

Design can inspire awe, via size or skill in execution/workmanship, for example.  New research by Rudd and her team builds on previous studies detailing the benefits of feeling awed: “this research explores how the emotion of awe might motivate a consumer to partake . . . in experiential creation (i.e., activities in which they actively produce an outcome) by enhancing their willingness to learn. Across eight experiments, experiencing awe . . . increases people’s likelihood of choosing an experiential creation gift (vs. one not involving experiential creation), willingness to pay for experiential creation products (vs. comparable ready-made products), likelihood of creating a bespoke snack (vs. taking a premade one), preference for experiential creation solutions (vs. solutions without experiential creation), likelihood of purchasing a product when it is framed as high (vs. low) in experiential creation, preference for high (vs. low) experiential creation meals, and likelihood of creating a knickknack (vs. taking a premade one).”

Melanie Rudd, Christian Hildebrand, and Kathleen Vohs. 2018.  “Inspired to Create:  Awe Enhances Openness to Learning and the Desire for Experiential Creation.”  Journal of Marketing Research, vol. 55, no. 5, pp. 766-781, https://doi.org/10.1177/0022243718802853