Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation

Rudd, Melanie, Christian Hildebrand, and Kathleen D. Vohs (2018), “Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation,” Journal of Marketing Research, 55 (5), 766-781.

86 Pages Posted: 3 Jan 2019

See all articles by Melanie Rudd

Melanie Rudd

University of Houston - C.T. Bauer College of Business

Christian Hildebrand

University of St. Gallen

Kathleen Vohs

University of Minnesota, Twin Cities - Carlson School of Management

Date Written: October 2018

Abstract

Automated fabrication, home services, and premade goods pervade the modern consumer landscape. Against this backdrop, this research explored how an emotion—awe—could motivate consumers to instead partake in experiential creation (i.e., activities wherein one actively produces an outcome) by enhancing their willingness to learn. Across eight experiments, experiencing awe (vs. happiness, excitement, pride, amusement, and/or neutrality) increased 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 was 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 was mediated by openness to learning and moderated by need for closure. These findings, relevant for firms encouraging creation-oriented products and behaviors, offer fresh insights on engaging consumers.

Keywords: experiential creation, awe, learning, emotions

Suggested Citation

Rudd, Melanie and Hildebrand, Christian and Vohs, Kathleen, Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation (October 2018). Rudd, Melanie, Christian Hildebrand, and Kathleen D. Vohs (2018), “Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation,” Journal of Marketing Research, 55 (5), 766-781.. Available at SSRN: https://ssrn.com/abstract=3302899

Melanie Rudd (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Christian Hildebrand

University of St. Gallen ( email )

Bodanstrasse 6
St. Gallen, 9000
Switzerland

Kathleen Vohs

University of Minnesota, Twin Cities - Carlson School of Management ( email )

19th Avenue South
Suite 3-150
Minneapolis, MN 55455
United States

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