Impact of Mortality Salience on Advertising Effectiveness in a Commercial Pod

Priyamvadha Rangan, University of Kansas, USA
Surendra N. Singh, University of Kansas, USA
Mark J. Landau, University of Kansas, USA
Jungsil Choi, University of Kansas, USA
Death-related information is prevalent across various television genre (movies, documentaries, dramas, soap operas etc.). But research on the ramification of such information, that one is exposed to on a daily basis, on advertising effectiveness is profoundly lacking. This research examines the impact of archetypal television programming that contains death-related information on the ensuing commercial pod. We find that death-related thoughts vary across the duration of the commercial pod and death-related program context effects on advertising evaluation are evinced only at the end of the commercial pod, with death thought accessibility mediating the relationship between program context and attitude toward ad.
[ to cite ]:
Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, and Jungsil Choi (2011) ,"Impact of Mortality Salience on Advertising Effectiveness in a Commercial Pod", 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: 758-759.