Marketing Under Frequent Terror Attacks

Michal Herzenstein, University of Rochester, USA
Sharon Horsky, IDC, Israel
We investigate the effects of frequent terror attacks on products’ evaluation and consumption, and explore the differences between these effects and predictions drawn from Terror Management Theory. In five studies and numerous in-depth interviews we find that frequent terror attacks lead people to behave in ways that elevate their perceived control over the uncertain situation (where, when and how will terror strike again). This need for controllability is incorporated into their decision making and accounts for differences in product evaluations and choices made by those prompted to think about themselves dying in a terror attack compared with those who are prompted to think about dying by other means (i.e., car accident, cancer, etc.).
[ to cite ]:
Michal Herzenstein and Sharon Horsky (2007) ,"Marketing Under Frequent Terror Attacks", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 598-600.