Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

Measuring awe using online user comments

Published: May 24, 2022


Felicitas Morhart, HEC Lausanne; Zitian Qiu, HEC Lausanne; Francine Espinoza Petersen, HEC Lausanne


Awe, an emotion arising from the perception of vast stimuli overwhelming current mental structures, can usually be felt during experiences with nature, art, and spirituality. This emotion also closely pertains to luxury brands that use awe-eliciting marketing stimuli. One of the most salient issues for contemporary research on the topic of awe is how to measure it efficiently and accurately. Thanks to the wealth of textual data on the Internet, researchers can use a dictionary-based text analysis approach to detect users’ emotions (e.g., fear). Against this background, we adopted a theory-based Bag-of-Words process to develop the first awe-measurement dictionary, which allows us to measure the extent to which people experienced awe through their comments to a stimulus (e.g., YouTube video). Our dictionary has been validated to effectively capture and distinguish awe from the six basic human emotions.