Appraising Awe’s Consequences for Consumers and Brands (Cavanaugh, 2025)| JCP FT50

Welcome to Revise and Resubmit, the podcast where we uncover cutting-edge research from the world’s most prestigious academic journals.Today, we continue our journey into the science of awe—that overwhelming feeling of wonder that stops you in your tracks. Can awe make us better consumers? Or does it sometimes lead us astray?Dr. Lisa A. Cavanaugh takes us deeper into this question in her article Awe-Inspired: Appraising Awe’s Consequences for Consumers and Brands, published in the Journal of Consumer Psychology, an elite FT50 journal. Building on Dr. Dacher Keltner’s model, she explores when awe leads to smart choices—and when it might cloud our judgment. How does awe affect brand loyalty, decision-making, and even our generosity? And can companies strategically evoke awe to shape our behavior?We extend our gratitude to Dr. Lisa A. Cavanaugh for this fascinating research and to the Society for Consumer Psychology and Wiley for publishing it.If you enjoyed this episode, subscribe to Revise and Resubmit on Spotify and check out our YouTube channel, Weekend Researcher. You can also find us on Amazon Prime and Apple Podcasts.Now, here’s something to think about—if brands can manufacture awe, can they also manipulate our choices? Stay curious, and we’ll see you next time!ReferenceCavanaugh, L. A. (2025). Awe-inspired: Appraising awe's consequences for consumers and brands. Journal of Consumer Psychology, ahead-of-print. https://doi.org/10.1002/jcpy.1451.Linked article: Hagtvedt, h. (2025). Awe and aesthetics: Conundrums of creation and consumption. Journal of Consumer Psychology, ahead-of-print. https://doi.org/10.1002/jcpy.1450.Linked article: Keltner, D. (2025). Awe, innovation, and choice: A conceptual analysis. Journal of Consumer Psychology, ahead-of-print, 1–16. https://doi.org/10.1002/jcpy.1449Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher