Brands & Behaviors
Unpacking how we think, decide, and connect with brands in an age of shifting expectations and marketing disruption.
Awe Is Not a Universal Feel-Good Emotion
Awe is often seen as an uplifting emotion in the West. Yet it can be accompanied by fear and tension in China. This new finding has implications for how awe is used in wellbeing, leadership and marketing strategies in different cultures?
©2026 Olivia Lopez- HEC Paris. Artwork operated by Midjourney.
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