Awe and aesthetics: Conundrums of creation and consumption

Abstract Prior scholarship characterizes awe as an aesthetic emotion, and the rich and growing aesthetics literature can help illuminate the role of awe in consumer psychology. The current commentary draws on this literature, as well as Keltner's conceptual analysis of awe, to highlight findings and remaining questions pertaining to awe in the realm of consumption. Marketing activities such as branding and promotion, store design, and product development present opportunities to awe consumers, yet awesome consumption experiences are rare. The current work discusses characteristics of awe‐inspiring products and brands, the tendency of awe to increase or decrease consumption, relevant individual differences between consumers, and the nature and evolutionary background of awe and aesthetics.