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Beauty in nature: the impact of beautiful awe-eliciting nature on decision making an experimental study
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Awe is a complex emotion characterized by feelings of vastness and a need for accommodation(Chirico et al. 2020).Previous research suggests that specifically beautiful panoramic views of nature(e.g. mountains, vistas, waterfalls)are elicitors of awe and reflected in changes in the observer’s behavior and decision-making (Sun et al. 2021; Zhang et al. 2013).This study provides scientific evidence, that the exposure to beautiful nature scenery images indeed triggers a feeling of awe in the observer ,which in turn influences decision-making behavior. Specifically, research participants exposed to a beautiful nature image experienced higher levels of awe and consequently displayed stronger preferences for risky financial decisions; than those participants exposed to a less beautiful nature image.
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Consumer behavior Decision making Beauty Awe Nature