Consumer Awe Scale

What it measures

Measures the discrete emotion of awe — a feeling of being in the presence of something vast that challenges or expands one's existing understanding of the world. Awe is elicited by grand natural scenery, architectural magnificence, technological marvel, artistic mastery, and exceptional brand experiences. In consumer research, awe is increasingly studied as a driver of pro-social behaviour (increased willingness to donate, volunteer, connect with others), reduced materialism, enhanced product appreciation, and stronger memory encoding of brand experiences. Luxury experiences, flagship stores, immersive brand activations, and exceptional service recovery can all elicit awe. Awe is distinct from wonder (curiosity-driven) and elevation (moral uplift) and has unique downstream effects on self-diminishment and connection to something greater than oneself.

Representative items

• I experience awe when I encounter things that are vast or complex.
• I feel a sense of awe in the presence of something truly magnificent.
• I experience deep feelings of wonder and awe at the beauty of this.
• This experience makes me feel that there is something larger than myself.
• I am moved by this experience in a way that is hard to put into words.

Citation

Shiota, M.N., Keltner, D., & Mossman, A. (2007). The nature of awe: Elicitors, appraisals, and effects on self-concept. Cognition and Emotion, 21(5), 944–963.