Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation
By Melanie Rudd, Christian Hildebrand, Kathleen D. Vohs. Journal of Marketing Research, 2018
90 citations recorded by the source corpus.
Automated fabrication, home services, and premade goods pervade the modern consumer landscape. Against this backdrop, this research explores how the emotion of awe might motivate a consumer to partake instead in experiential creation (i.e., activities in which they actively produce an outcome) by enhancing their willingness to learn. Across eight experiments, experiencing awe (vs. happiness, excitement, pride, amusement, or neutrality) 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). This greater desire for experiential creation is mediated by openness to learning and moderated by the need for closure. These findings, relevant for firms encouraging creation-oriented products and behaviors, offer fresh insights for engaging consumers.
Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/71f461432baf2f8f3a91d5d99cacbb8c7946c774
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Citations in the corpus
- Knowing What It Makes: How Product Transformation Salience Increases Recycling (2019, background): “Second, we contribute to the limited literature on inspiration in marketing (Rudd, Hildebrand, and Vohs 2018).”