New Wine in Old Bottles: Death Awareness Makes People Prefer Vintage Products Due to a Desire to Connect the Past, Present, and Future

Gülen Sarial-Abi, Bocconi University, Italy
Kathleen D. Vohs, University of Minnesota, USA
Ryan Hamilton, Emory University, USA
Aulona Ulqinaku, Bocconi University, Italy
This paper investigated a novel reason for preferring vintage items: death awareness. Five studies found that people reminded of death prefer vintage products more than others do and more than modern products. Further, we identified a theoretically-driven mediator: mental connections among the past, present, and future.
[ to cite ]:
Gülen Sarial-Abi, Kathleen D. Vohs, Ryan Hamilton, and Aulona Ulqinaku (2015) ,"New Wine in Old Bottles: Death Awareness Makes People Prefer Vintage Products Due to a Desire to Connect the Past, Present, and Future ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 142-146.