EXPRESS: How Awe in Marketing Communications Decreases Consumer Preferences for Limited Edition Products

Awe is commonly employed in marketing communications given its powerful ability to inspire consumers. Despite the prevalent use of awe in advertising limited edition (LE) products, research has yet to examine when and how awe can benefit or hurt these promotional efforts. Findings across nine studies demonstrate that awe typically has a negative impact on consumer engagement and product preferences toward LE items. This effect results from the reduced desire for exclusivity that a consumer has when experiencing awe. These findings are generalized to several contexts, including a field study of persuasive communications and consumer choices in a metaverse environment. However, awe can enhance consumer preferences toward LE products when promotional messages are framed to reduce this incongruence. We provide insights for marketers on the conditions under which incorporating awe in LE product campaigns might prove beneficial or counterproductive.