“…The outcomes of cognitive resonance have been mostly documented in professional spheres: honours and awards that lead to career advancement and substantial year‐end bonuses (Giorgi and Weber, ); intellectual dominance (Lamont, ); premium market prices and critics’ appreciation (Khaire and Wadhwani, ); client engagements that generate profits and visibility for architectural firms (Jones and Livne‐Tarandach, ), and capital to be invested in new ventures (Lounsbury and Glynn, ). For emotional resonance, outcomes mostly pertain to the sphere of passion and activism – from turning market issues into ‘hot causes’ (Rao, ), managing external threats to one's identity and lifestyle (Giorgi et al, ; Schrock et al, ), overturning moral judgement on a disease (Gould, ), or becoming evangelists that enthusiastically support a product (Massa et al, ). All these examples show that emotional resonance can neutralize threats to one's identity, create a sense of togetherness or cohesion, and transform feelings of shame, boredom, or marginalization into pride, passion, and active engagement.…”