Speaker：ZHOU Xinyue

Site：B127

Time：9：30-11:30 04.Nov.2016（Friday）

ABstract：

Six methodologically diverse studies addressed three fundamental questions about awe-inspiring products. First, is awe a relevant emotion in consumer experiences of products? Study 1 examined contents of Tweets containing the word "awe" and showed that awe frequently emerges in response to products. Study 2 showed that products could elicit awe from a significant portion of consumers. A second major question is, what kind of products trigger awe in consumers? Study 3 determined that descriptions of awe-inspiring products typically featured four dimensions: timelessness, accommodation, beauty, and vastness. In Study 4, the degree of awe felt by participants is correlated primarily with two dimensions: accommodation and timelessness. The third question relates to the behavioral consequences produced by awe-inspiring products. We used three different ways to prime awe toward product. Studies 4–6 showed that awe not only makes products more memorable, it also enhances consumers' desire to spread positive word-of-mouth. Moreover, awe has the potential to increase purchase intention. These findings establish key landmarks in the hitherto uncharted consumer research domain of awe.

CV：

Xinyue Zhou is Professor of Psychology and Professor of Marketing at Zhejiang University, Hangzhou, China. Zhou received her PhD from the University of Arizona in 2004. She is currently an associate editor of the Asian Journal of Social Psychology. Her research interests focus on complex emotions and psychology of money. Zhou has contributed over 30 professional publications. Her research has garnered widespread academic as well as media attention. Her work has been featured or reported in Nature, Scientific American, Time, Newsweek, Wall Street Journal and New York Times and was the most viewed article top 10 in September 2009, at the Faculty of 1000 Medicine. She received the Outstanding Youth Award from the National Natural Science Foundation of China and was named as one of the most highly cited scholars by Elsevier.