Three times in the Gītā, someone’s body answers before their words do.
At 1.29, Arjuna looks at the two armies and describes himself: his limbs give way, his mouth is dry, he trembles, his hair stands up. That is fear.
At 11.14, he sees Kṛṣṇa’s universal form. Overcome with wonder, the same thing happens, and he bows with folded hands. That is awe.
The third time is not Arjuna at all. At 18.74 Sañjaya, the narrator, who never stood on the field, says the conversation he just heard made his hair stand on end.
Fear, then awe, then simply hearing the story. The last goosebumps belong to the listener.
The verses
BHAGAVAD GĪTĀ · 1.29सीदन्ति मम गात्राणि मुखं च परिशुष्यति।
वेपथुश्च शरीरे मे रोमहर्षश्च जायते।।
sīdanti mama gātrāṇi mukhaṁ ca pariśuṣyati
vepathuś ca śarīre me roma-harṣaś ca jāyate
My limbs have weakened, my mouth has become parched, my body is trembling, and my hairs are standing on end.
BHAGAVAD GĪTĀ · 11.14ततः स विस्मयाविष्टो हृष्टरोमा धनञ्जयः।
प्रणम्य शिरसा देवं कृताञ्जलिरभाषत।।
tataḥ sa vismayāviṣṭo hṛṣṭa-romā dhanañjayaḥ
praṇamya śirasā devaṁ kṛtāñjalir abhāṣata
Then, Arjuna, overcome with amazement, his hairs standing on end, bowed his head to the Lord and spoke with folded hands.
BHAGAVAD GĪTĀ · 18.74सञ्जय उवाचइत्यहं वासुदेवस्य पार्थस्य च महात्मनः।संवादमिममश्रौषमद्भुतं रोमहर्षणम्।।
sañjaya uvāca
ity ahaṁ vāsudevasya pārthasya ca mahātmanaḥ
saṁvādam imam aśrauṣam adbhutaṁ roma-harṣaṇam
Sanjaya said, Thus I have heard this wondrous dialogue between Vasudeva and the great-minded Arjuna, which makes my hair stand on end.
Going deeper
The same bodily sign appears at three points in the Gītā, each in a different mood. In 1.29 Arjuna describes his own fear: his limbs give way, his mouth dries, his body trembles and his hair stands on end. 1.30 goes on to the bow slipping from his hand. In 11.14, after he has seen the universal form, he is overcome with amazement, his hair stands on end and he bows with folded hands; 11.15 begins his description. In 18.74 the speaker is Sañjaya, who says that the wondrous dialogue between Vāsudeva and Arjuna makes his hair stand on end. 18.75 goes on to say he heard it by Vyāsa's grace. The story sets fear, awe and the hearing of a story side by side. The verses are in chapter 1, chapter 11 and chapter 18, and what the Gītā says about fear collects related verses.