Brands & Behaviors
Key findings
• Awe is a self-transcendent emotion that shifts focus from the self toward others and the planet, fostering pro-social and environmental actions.
• When consumers grasp the vastness of impact, awe boosts motivation for sustainability.
• Anderson’s cross-cultural research reveals that Americans experience awe as joy, while Chinese respondents feel both admiration and fear, a mixed emotion shaped by culture.
• His findings, featured in National Geographic’s Operation Arctic Cure, show how awe can alleviate PTSD and stress, bridging science, marketing, and human healing.
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