Two Fates: the Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking

Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
This research examines the cognitive and motivational effect of mortality salience in a domain of consumer behavior, namely, variety-seeking of consumer products. One experiment provides initial evidence that cognitive priming of mortality salience increases variety-seeking while motivational priming leads to lower tendency to choose variety.
[ to cite ]:
Zhongqiang (Tak) Huang and Robert S. Wyer (2013) ,"Two Fates: the Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.