Event Title
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.
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.