The Influence Of Awe On Consumers’ Choice Between Hedonic And Utilitarian Products

With the progress of human society and economic development,the basic food and clothing of the people have been resolved,and at the same time,the proportion of disposable income has gradually increased.In addition to purchasing items that meet the basic survival needs,there is also an economic ability to make various purchases Meet your different needs.Hedonic and practical products are a dilemma that people often face in daily life.Hedonistic items usually make people have pleasant experiences and feelings,but they are often not necessary daily necessities.Utility is often a necessity,with more emphasis on functionality.Awe can cause changes in related consumption behaviors,or reduce wasteful behaviors in consumption.Previous studies have shown that the awe caused by nature scenes in particular can induce different valences,namely positive awe and negative awe.Under positive awe,individuals prefer experiential products rather than material enjoyment.So,under the different awe-inspiring emotions caused by the natural scene,what choice will people make between function and hedonic value? This research combines psychology with consumer behavior,and aims to explore the impact of awe on consumer behavior and explore the underlying mechanism of its occurrence.This study includes four experiments: one pre-experiment is used to select the appropriate target product,and to exclude factors such as individual cognitive differences that affect practical and hedonic products.Three formal experiments: Experiment 1 explored the effect of awe emotions with different valences on consumer choices and utility choices in natural scenes.Recall notation was used to induce positive,negative,and neutral emotions.The variables measured the subjects’ scores on hedonistic and practical choices.The results showed that when individuals were in awe,compared with neutral emotions,subjects were more inclined to choose products with practical functions under positive awe;compared with neutral emotions,they were more likely to choose hedonistic products.In order to explore the mediating mechanism of different potency awe emotions on different product choices generated in the nature scene,the following experiments were performed.In experiment 2a,the method of watching videos was used to induce positive awe and neutral emotions.At the same time,the mediator variable was introduced to selftranscendence.Attempts were made to further understand the intermediate mechanism of the influence of awe emotions with different potencies on the choice of hedonism and practical goods.The results show that:(1)compared with the neutral emotion group,the positive awe emotion is more inclined to the preference of utility products;(2)the positive awe emotion is a self-transcendence experience,which can produce a transcendental experience,that is,a sense of self-transcendence;Self-transcendence has a significant mediating effect between positive awe and consumer choice.Experiment 2b also used the watching video method to induce negative awe and neutral emotions,and introduced the mediator variable self-insecurity,and further explored whether self-insecurity plays a role in the choice of pleasure and practical goods.The results showed that:(1)compared with the neutral emotion group,the negative awe emotion group was more inclined to the hedonistic preference;(2)the negative awe emotion made the individual feel small and weak,and experienced an anxiety and threatened emotion,Thus creating a sense of self-insecurity;some studies have shown that individual self-insecurity will increase the individual’s pursuit of material,hoping to consume more resources,etc.,so that individuals can enjoy in time,and it is easier to prefer hedonism in hedonism and practical goods Self-insecurity has a significant mediating effect between negative awe and consumer choice.In summary,this study explores the impact of awe emotions on consumer enjoyment and utility consumption choices under different titers induced by nature scenes,and proves that individuals can be more inclined to utility products under positive awe emotions.In awe,individuals are more inclined to enjoy things.The influence of awe and emotion on consumers’ cognition and preferences provides a new reference for the empirical research of awe and emotion on consumer behavior.In summary,this study explores the impact of awe emotions on consumer enjoyment and utility consumption choices under different potencies,and concludes that individuals can be more inclined to practical goods under positive awe,and under negative awe Individuals are more inclined to the conclusion of hedonism.The influence of awe emotions on consumers’ cognitive and preferences provides a new reference for the empirical research of awe emotions in the field of consumer behavior.