Mortality Salience, Control, and Choice

Rosellina Ferraro, University of Maryland, USA
Nidhi Agrawal, Northwestern University, USA
This research examines how mortality salience affects consumer choice in large versus small choice contexts. Research indicates that people desire more choice but that satisfaction with the selected option is lower when choosing from a larger set. Based on Terror Management Theory, we predict that mortality salience alters consumers’ perceptions of the costs and benefits of choice, such that it enhances the benefits and decreases the costs of greater choice. Results indicate that having “too much choice” leads to greater satisfaction with the choice process and the selected option than limited choice when mortality is salient.
[ to cite ]:
Rosellina Ferraro and Nidhi Agrawal (2007) ,"Mortality Salience, Control, and Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 599-600.