Personal Death-Thought Accessibility: a Mediating Mechanism Between Self-Esteem and Risky Consumer Behaviors?

Sandor Czellar, University of Lausanne, Switzerland
Charles Lebar, HEC Paris, France
Christian Martin, University of Lausanne, Switzerland
Russell H. Fazio, Ohio State University, USA
Research investigating the relationship between self-esteem and mortality salience provides initial evidence that self-threats increase accessibility of death-related thoughts. We focus on the nature of those thoughts and investigate whether self-threats enhance accessibility of thoughts related to one’s own death or death in general, bearing important implications for marketing communications.
[ to cite ]:
Sandor Czellar, Charles Lebar, Christian Martin, and Russell H. Fazio (2012) ,"Personal Death-Thought Accessibility: a Mediating Mechanism Between Self-Esteem and Risky Consumer Behaviors? ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1128-1128.