Awe-inspired experience in the metaverse: A multi-study investigation
Pradeep Kautish, Weng Marc Lim, Nisarg A Joshi · Journal of Retailing and Consumer Services · 2025
The emergence of the metaverse has transformed marketing and retailing strategies by fusing physical and virtual environments to foster immersive experiences and social interactions. We explore awe-inspired experience as a novel self-transcendent behavioral phenomenon across three studies. Findings reveal that metaverse settings surpass conventional online scenarios in triggering awe-inspired experiences, driven first by a sense of immersion and then by a sense of presence (Study 1). Introducing virtual shopping avatars amplifies this effect, with perceived interactivity serving as a mediator (Study 2). Self-avatars further enhance awe-inspired experiences relative to brand-managed virtual shopping avatars , underscoring the importance of personalization (Study 3). These insights carry implications for marketers and retailers seeking to deepen consumer engagement, suggesting that strategically integrating avatars can heighten self-transcendent reactions in metaverse-based encounters.