Keywords: Awe of beautiful nature
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Journal Articles
Nankai Business Review International (2024) 15 (1): 21–47.
Published: 10 May 2023
... 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...

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