The Role of Mortality Salience in Consumer Persuasion

Javier Horcajo, Universidad Autonoma de Madrid, Spain
Ya Hui Michelle See, National University of Singapore, Singapore
Pablo Brinol, Universidad Autonoma de Madrid, Spain
Richard E. Petty, Ohio State University
The present research introduces a new mechanism by which mortality salience can affect consumer judgments. In line with prior research that suggests a link between mortality salience and the validation of worldviews, we hypothesized that one way by which mortality salience influences attitudes is by increasing thought confidence. Across three experiments that used various mortality salience inductions and target individuals, we established that thought confidence mediated the typical polarizing effect of mortality salience on judgments.
[ to cite ]:
Javier Horcajo, Ya Hui Michelle See, Pablo Brinol, and Richard E. Petty (2008) ,"The Role of Mortality Salience in Consumer Persuasion", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 782-783.