When One’S Death Awareness Involves Others: the Role of Relationship Closeness in Luxury Consumption

Shuoyang Zhang, Colorado State University, USA
Aditi Grover, Plymouth State University, USA
People are often reminded of death—either due to natural or man-made causes. People are also social animals who are embedded in their relationship networks all the time. Therefore, it is important to understand how people respond to mortality salience in the context of relationship closeness. Our research demonstrates that people’s attitudes and intentions toward luxury goods depend on how salient people are aware of death as well as how close people are connected with others. We expect that under mortality salience, people with close relationships are less likely to consumer luxury goods than people with weak relationships.
[ to cite ]:
Shuoyang Zhang and Aditi Grover (2011) ,"When One’S Death Awareness Involves Others: the Role of Relationship Closeness in Luxury Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 738-739.