Effects of Mortality Salience on Ethnocentric Consumer Behavior At a Regional Level

Thomas Marchlewski, Institut für Wirtschafts- und Sozialpsychologie; Universität zu Köln
Detlef Fetchenhauer, Institut für Wirtschafts- und Sozialpsychologie; Universität zu Köln

Effects of Mortality Salience on Ethnocentric Consumer Behavior at a Regional Level

Thomas Marchlewski and Detlef Fetchenhauer
University of Cologne, Germany

 

Abstract

According to Terror Management Theory the salience of one’s own death leads to an increased preference of one’s own in-group and to a devaluation of out-groups. In this study we tested, whether this effect also holds for preferences about products that do have a strong regional significance. More specifically, in two German cities we asked N=192 participants to taste and evaluate beer that was either from their hometown or from the other city. Indeed, under conditions of high mortality salience participants preferred their own local beer and devaluated beer from the other city much more than in a control condition.
[ to cite ]:
Thomas Marchlewski and Detlef Fetchenhauer (2006) ,"Effects of Mortality Salience on Ethnocentric Consumer Behavior At a Regional Level", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 322-323.