Abstract: According to the theory of expanded construction and the theory of implicit personality, awe, as a kind of positive emotion that exists in human social activities, will have an influence on consumers' self-improvement preferences. Using experimental methods, three experiments were designed to verify this effect. Experiment 1 tested the direct positive influence of awe on consumers' self-improvement preferences. Consumers with awe emotions pay higher prices for self-improvement products than consumers with neutral and proud emotions. Experiment 2 tested the mediating effect of self-control resources, and awe increased the self-control resources of consumers, allowing them to prefer self-improvement products. Experiment 3 tested the moderating effect of the implicit personality. For the consumers of entity theorist, whether or not have awe, the preference for self-improvement products and the preference for non-self-improvement products are not significantly different, but for the consumers of incremental theorist, After priming the awe emotions, the preference for self-improvement products is stronger than non-self-improvement products.

Key words: awe, self-improvement, self-control resources, implicit personality