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Drawing on appraisal theories, this paper aims to attempt to demonstrate how augmented reality (AR) strengthens relationships in the cognitive-affective-conative mechanism to shape visitors' recommendation of awe-inspiring heritage experiences.

A mixed-method approach was undertaken. First, an exploratory pre-study (n = 98) analyzed the multidimensionality of awe appraisals, eliciting the most salient dimensions in tourism experiences for informing the main study. Subsequently, an on-site survey was used to examine the relationships in the cognitive-affective-conative sequence, based on 316 questionnaires collected at a highly acclaimed religious heritage equipped with a multisensory AR activity.

Two distinct appraisals underlined in the awe concept were elicited during the exploratory phase: altered emotions (aggregating positive self-transformative dimensions) and the need for accommodation. The survey results demonstrated that the influence of authenticity on recommendation is shaped by emotions. Altered emotions hold a central mediating role and are differentiated from other discrete emotions. AR and the need for accommodation are revealed as contingencies that regulate the mediated mechanism.

This paper provides the hospitality and tourism stakeholders with a better understanding of how immersive technologies can be used for boosting recommendations, by enhancing the emotional responses toward authenticity perceptions.

This study introduces a novel conceptual framework to broaden our understanding of how cognitive and affective mental processes are linked to visitors’ recommendations, and how AR amplifies the outcomes. To the best of the authors’ knowledge, it is the first research to distinguish and document the specific effects of two different types of awe appraisal.

Awe is an important yet largely overlooked emotion in tourism. This paper aims to reveal the underlying mechanism of the effects of nature-inspired awe on stimulating tourists' environmentally responsible behavior (TERB) intention by delving into the serial mediation effect of state construal level, small-self perception and state connectedness to nature (CNT).

This research was built upon the appraisal theory of emotion. Study 1 was a scenario-induced quasi-experimental study to test the proposed model linking awe, small-self perception, state CNT and TERB intention. A total of 271 valid questionnaires were collected via an online questionnaire platform. Study 2 was a field study designed to replicate the findings of Study 1 and further uncover the mediating role of the state construal level. Study 2 was conducted in Baiyun Mountain Scenic Area, China. A total of 229 valid questionnaires were used for analysis.

This research deepens our understanding of the effects of nature-inspired awe in the tourism and travel fields. This research uncovers the underlying mechanism by which awe increases TERB intention through serial mediation. Specifically, awe inspires tourists to apply a higher level of construal, which makes tourists perceive a smaller self, making them feel more connected to nature and exert more intention to adopt ERB.

This research linked tourists' mindset (i.e. state construal level), internal (i.e. small-self perception) and external (i.e. state CNT) cognition in an integrated model, explaining how nature-inspired awe contributes to eliciting TERB intention. The findings add critical theoretical contributions to the travel and tourism literature and provide important implications for the tourism industry to inspire awe and benefit from such emotion.

敬畏在旅游中是一种十分重要的情绪, 但却鲜少被关注。本研究旨在深入研究解释水平状态、小我感知和自然关联感的链式中介效应, 揭示自然敬畏激发游客环境责任行为意向的内在作用机制。

本研究的基础理论为情绪评价理论。研究一通过场景诱导的准实验研究, 检验将敬畏、小我感知、自然关联感和游客责任行为意向的假设模型; 研究一以网络问卷平台收集的271份有效问卷数据进行分析。研究二是一项在中国白云山风景区开展的实地研究, 旨在检验研究一的研究结果, 并进一步揭示解释水平状态的中介效应; 研究二采用229份有效问卷数据进行分析。

本研究揭示了敬畏通过链式中介作用影响游客环境责任行为意向的内在作用机制, 深化了对自然敬畏在旅游和旅行领域价值的理解。具体而言, 本研究发现敬畏激发了游客启动更高的解释水平, 这使游客感知到更渺小的自我, 并促使他们感到与自然的联系更加紧密, 从而提升了游客的环境责任行为意向。

本研究将游客的心理定式（即解释水平状态）、内在认知（即小我感知）和外部认知（即自然关联感）整合到一个综合模型中, 解释了自然敬畏引发游客环境责任行为意向的作用机制。研究结果为旅游研究提供了重要的理论贡献, 也为旅游行业如何在实践中激发敬畏感并从中获得效益提供了重要的实践启示。

El asombro es una emoción importante pero en gran medida ignorada en el turismo. Esta investigación pretende revelar el mecanismo subyacente de los efectos del asombro inspirado por la naturaleza en la estimulación de la intención del comportamiento responsable con el medio ambiente (TERB) de los turistas, profundizando en el efecto mediador en serie del nivel de interpretación del estado, la percepción del pequeño yo y la conexión del estado con la naturaleza (CNT).

Esta investigación se basó en la teoría de la valoración de la emoción. El estudio 1 fue un estudio cuasiexperimental inducido por escenarios para probar el modelo propuesto que vincula el sentimiento de asombro, la percepción del pequeño yo, el estado CNT y la intención TERB. Se recogieron 271 cuestionarios válidos a través de una plataforma de cuestionarios en línea. El Estudio 2 fue un estudio de campo diseñado para replicar los hallazgos del Estudio 1 y descubrir más a fondo el papel mediador del nivel de interpretación del estado. El estudio 2 se llevó a cabo en la zona escénica de la montaña de Baiyun (China). Se utilizó un total de 229 cuestionarios válidos para el análisis.

Esta investigación profundiza en nuestra comprensión de los efectos del asombro inspirado por la naturaleza en los ámbitos del turismo y los viajes. Esta investigación descubre el mecanismo subyacente por el que el asombro aumenta la intención de TERB a través de la mediación en serie. En concreto, el asombro inspira a los turistas a aplicar un mayor nivel de interpretación, lo que hace que los turistas perciban un yo más pequeño, lo que les hace sentirse más conectados con la naturaleza y ejercer así una mayor intención de adoptar TERB.

Esta investigación vinculó la mentalidad de los turistas (es decir, el nivel de nterpretación del estado), la cognición interna (es decir, la percepción de un yo más pequeño) y la externa (es decir, la CNT del estado) en un modelo integrado, explicando cómo el asombro inspirado por la naturaleza contribuye a suscitar la intención TERB. Los hallazgos añaden contribuciones teóricas críticas a la literatura sobre viajes y turismo y proporcionan implicaciones importantes para que la industria turística inspire asombro y se beneficie de dicha emoción.

In daily marketing practices, when launching and promoting new products, marketers often induce consumers’ awe of nature via exposing consumers to beautiful natural scenes. Does this marketing practice really facilitate consumers’ subsequent new product choice? Existing awe research and new product research have not examined this issue yet. The purpose of this study is to study whether the marketing practice of awe induction faciliates consumers' new product choice.

This paper examines the double-edged sword effect of different types of awe on consumers’ adoption of new products. The authors conducted five experiments using various product categories (soft drinks, juices, cookies and watches), various many sources of sample types (college student samples and adult samples) and various manipulation of awe. The authors also focused on both new products with incongruent visual appearance (Experiment 1a, Experiment 1c, Experiment 2 and Experiment 3) and new products with incongruent conceptual attributes (Experiment 1b) to enhance the rigor of the experiments and the generalizability of the conclusions.

The authors find that when consumers perceive awe of threatening natural phenomena, they decrease their choice of moderately incongruent new products (positive effect), while when consumers perceive awe of beautiful natural phenomena, they increase their choice of moderately incongruent new products (negative effect). Also, this paper finds that the emergence of the positive of the double-edged sword effect is driven by the sequential mediation of the need for accommodation and openness to new experiences, while the emergence of the negative of the double-edged sword effect is driven by the uncertainty reduction motive.

This research has important theoretical implications. First, this paper advances existing awe research by reconciling the inconsistent findings in existing awe research by categorizing awe of nature. Second, this paper advances existing research on new products and moderate incongruity effects by exploring when the moderate incongruity effect exists and when it reverses in the new products field through the classification of awe of nature.

This study has rich implications for marketing management. First, marketers can facilitate consumers’ adoption of moderate incongruent new product via priming consumers’ awe of beautiful nature. Second, this paper suggests that marketers and brand managers should carefully choose the timing of new product launches to avoid inducing consumer awe of threatening nature (e.g. immediately after a severe natural disaster). Finally, the results of Experiment 3 in this paper suggest that when marketers want to launch new products with moderate incongruity, they need to target consumers with high cognitive flexibility.

This paper discusses how different types of awe affect consumers’ attitudes and choice of moderately new products. This research question has its social value in helping marketers, companies, consumers and society know the power of awe of nature on the behaviors and decision-making.

To the best of the author’s knowledge, this paper is among the first ones to examine the double-edged sword effect of different types of awe of nature on consumers’ new product adoption.

Despite its practical importance, the emotion of awe has received scant research attention in the organizational literature. To facilitate future scholarship on this important topic, the authors explore and compare the elicitors of awe at work in three countries representing two culture clusters, including the USA and Canada (the Anglo cluster) and China (the Confucian Asia cluster).

The authors gathered responses from 163 working adults from the USA and Canada and 126 working adults from China using open-response survey, and analyzed each response following the guidance of grounded theory.

Across cultures, there are 10 common elicitors of awe, including virtue of organization, ability and achievement of organization, beauty of workplace, virtue of colleagues, ability and achievement of colleagues, dedication of colleagues, charisma of colleagues, status and power of colleagues, personal growth and achievement and perceived meaningfulness. Looking within cultures, the authors found two awe elicitors that are specific to China: status and power of organization, and work content.

Organizations and supervisors wishing to induce the emotion of awe would be well-advised to pay attention to the design of their workplace, as well as their attitudes and behaviors toward employees, customers and the general public.

This study contributes to the emotion literature, organizational literature and cross-cultural literature by demonstrating elicitors of awe in the workplace across the Anglo cluster and the Confucian Asia cluster.

The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect.

We test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks.

This research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers.

Marketers can promote the sales of mass-market products through inducing awe.

Public regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.

The research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.

Awe is an essential post-experience assessment; nevertheless, few studies have discussed its role in the field of outdoor sports or outdoor sports tourism. In this study, the authors aim to examine the effects of awe on participants' satisfaction and behavioral intention by considering the perceived vastness of the natural environment, perceived professionalism, and self-image congruity as drivers.

The authors proposed and empirically tested a research model based on a survey with 480 responses collected in China. The effect of awe is explored from the perspectives of both sufficiency logic and necessity logic by applying the combined use of partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).

The results show that the perceived vastness of the natural environment, perceived professionalism and self-image congruity are sufficient conditions for awe: these factors affect awe positively, which, in turn, positively affect satisfaction and behavioral intention. Furthermore, both the perceived vastness of the natural environment and perceived professionalism represent a necessary condition for awe. Awe acts as a necessary and sufficient condition for both participants' satisfaction and behavioral intention.

The results of this study suggest that the generation of awe can be used as a business strategy to influence outdoor sports participants' choices in practice. In addition to the unique natural environment, professional exercising and self-realization are key success factors in enhancing the positive evaluations of outdoor sports participants.

This study is a first attempt to identify the role of awe in outdoor sports activities. Methodologically, it provides a paradigm for the combined use of PLS-SEM and NCA in sports management research by identifying the necessary and sufficient effects of awe on outdoor sports participants' post-experience evaluation.

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.

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.

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.

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.

This study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level.

Three experimental studies were conducted to examine the positive and negative effects of threat-based awe on charitable advertising effectiveness. Further, the moderating role of construal level was tested and the underlying mechanisms established.

Consumers who experience a high (vs low) level of threat-based awe donate more when evaluating a disaster-relief advertisement processed at a high construal level (e.g. when an advertisement is framed as a “why” message) but donate less when evaluating a disaster-relief advertisement processed at a low construal level (e.g. when an advertisement is framed as a “how” message). Further, the authors established two distinct mechanisms underlying these divergent effects. At a high construal level, consumers are driven by concern for others, whereas at a low construal level, consumers are driven by feelings of powerlessness.

The present research contributes to the literature on how emotions influence charitable advertising effectiveness by establishing the divergent effects of threat-based awe and the moderating role of construal level.

This paper offers managerial implications for nonprofits and charities in developing effective charitable advertising strategies in the context of natural disaster-relief campaigns.

The present research provides a novel perspective on when and why threat-based awe, a unique emotion arising in the case of natural disasters, can lead to positive or negative effects on charitable advertising effectiveness.

Amidst the stressful work environment in the healthcare sector, employees struggle to maintain prosocial behavior and work reattachment. The potential role of awe and mindfulness in addressing these issues remains unexplored. This study investigates how coworker prosocial behavior affects work reattachment while considering the mediating role of mindfulness and the moderating role of awe.

Using a quantitative research design, data were collected through a survey questionnaire from 356 healthcare professionals in Pakistan. The data were analyzed in SPSS and AMOS for reliability and validity statistics, as well as for hypothesis testing.

The findings revealed a significant link between coworker prosocial behavior and work reattachment. Mindfulness acted as a mediator between coworker prosocial behavior and work reattachment, while awe had a positive moderating effect on these relationships.

The findings emphasize the need for fostering these elements to manage stress, support employees and improve work reattachment.

The existing literature lacks empirical evidence regarding the impact of coworker prosocial behavior on employee outcomes, and this study contributes by examining the roles of awe and mindfulness in the healthcare sector.

The purpose of this paper is to check the existence of the added worker effect (AWE) in Italy during the Great Recession.

The authors used the Bank of Italy Survey on Household Income and Wealth to study factors driving the change in female work status over the period 2006-2012. The probit model was used to identify the timing, significance and the magnitude of the AWE. The authors also performed panel estimates to understand how women, positioned at either extensive or intensive margins, respond to the reduction in male hours of work which appear to be crucial for the AWE to manifest.

The authors find that with the crisis progressing, Italian women respond ever less to the reduction in male earnings, at the same time they become more responsive to the job loss by male partner which is the worst outcome. This means that the AWE survives, even if only in cases of serious hardship. It also remains when the reduction in male incomes is coupled with the reduction in their hours of work, suggesting that the redistribution of household chores is an important prerequisite for women to get into work.

This paper provides evidence on the AWE in Italy during the Great Recession. The authors took into account the peculiarity of the Italian labour market whose performance was affected by the use of the Wage Supplementation Fund. It masks part of the AWE when the standard methodology is used. By looking at the reduction in male earnings with or without a change in their work hours, the authors were able to reveal additional channels through which the AWE operates in Italy.