The effects of awe-eliciting experiences on consumers' aversion to choice ambiguity

Experiencing awe elicits feelings of both being part of something that is bigger than oneself (self-transcendence) and a sense, or feeling, of smallness. Our studies show that these distinct responses serve as mechanisms of action that have both main and mediating effects on consumer preference in ambiguous choice contexts. Across five studies, this research shows that self-transcendence decreases ambiguity aversion while a sense of smallness increases ambiguity aversion. In other words, the experience of awe can both increase and decrease consumers' aversion to ambiguity and this, in turn, can impact choice preferences. Awe-inspiring brands with unique innovative designs, unexpected features, or exceptional quality need to be cognizant of the potential influence awe could have on consumers' purchase decisions.