Is the sense of awe an effective emotion to promote product sharing: based on the type of awe and tie strength

Abstract

Purpose

As a complex social emotion, awe includes both positive emotion and negative emotion. But few studies have explored the downstream effects and psychological mechanisms of two different types of awe. As a self-transcendence emotion, awe will arouse the small self, that is, reduce self-awareness. In the era of the sharing economy, the obstacle to sharing is the strong self-awareness that consumers have built about their belongings. Therefore, this paper aims to explore how two different types of awe can affect consumers' sharing, especially with different relationships.

Design/methodology/approach

This study conducted two experiments to test the effect of awe on consumer sharing of their own products. Study 1 aimed to examine the main effect of different awe on consumer sharing of their product as well as the underlying mechanism. Study 2 aimed to examine the interacting role of tie strength in the effect of awe on consumer product sharing.

Findings

Through two empirical tests, the authors have found that, relative to the control group, the sense of awe arouses the feeling of small self and significantly increases the consumers' willingness of sharing. Also, the authors have found that threat-based awe which leads to self-diminishment is more conducive to promoting the sharing of weak ties; on the contrary, the nonthreat-based awe which leads to a feeling of vastness is more conducive to promoting the sharing of strong ties.

Originality/value

This research expands the literature in the field of sharing. While the mainstream sharing a focus on information sharing, this research extends it to product sharing. What is more important is, this research explores how to encourage sharing to weak ties, which contributes to sharing economy.

Citation

Zhu, H., Duan, X. and Su, Y. (2021), "Is the sense of awe an effective emotion to promote product sharing: based on the type of awe and tie strength", Journal of Contemporary Marketing Science, Vol. 4 No. 3, pp. 325-340. https://doi.org/10.1108/JCMARS-10-2021-0036