When Death Looms...Go Top Shelf: The Effect of Mortality Salience on Consumers Desire for High Status Products

Presentation Type

Poster/Portfolio

Presenter Major(s)

Psychology, Writing

Mentor Information

Todd Williams

Department

Psychology

Location

Kirkhof Center KC14

Start Date

11-4-2012 9:00 AM

Keywords

Social Science

Abstract

Consumers surround themselves with material goods and experiences. Terror management theorist have long argued that material goods may be one means through which individuals seek to assuage death anxiety (Belk, 1988; Mandel & Heine, 1999). This study investigated the relationship between mortality salience and mood regulation on consumers' desire to purchase high and low status goods. Results show that mortality (vs. control) salience enhanced people's desire to purchase high status consumer goods. While salience and mood regulation did not interact, decreased mood regulation was related to increased preferences for high status products. Implications with respect to terror management theory and consumer behavior are discussed.

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Apr 11th, 9:00 AM

When Death Looms...Go Top Shelf: The Effect of Mortality Salience on Consumers Desire for High Status Products

Kirkhof Center KC14

Consumers surround themselves with material goods and experiences. Terror management theorist have long argued that material goods may be one means through which individuals seek to assuage death anxiety (Belk, 1988; Mandel & Heine, 1999). This study investigated the relationship between mortality salience and mood regulation on consumers' desire to purchase high and low status goods. Results show that mortality (vs. control) salience enhanced people's desire to purchase high status consumer goods. While salience and mood regulation did not interact, decreased mood regulation was related to increased preferences for high status products. Implications with respect to terror management theory and consumer behavior are discussed.