Research Design Connection: More on the Consequences of Awe
Design can inspire awe, via size or skill in execution, for example. The research done by Rudd and her team builds on previous research to further indicate the value of inspiring awe: “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 (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 …
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