Should I Keep Or Should I Give: the Effects of Mortality Salience on Disposing

A. Selin Atalay, Bilkent University, Turkey
Meltem Ture, Bilkent University, Turkey
Terror Management Theory (Greenberg et al.1997) explains that Mortality Salience (MS), an inevitable notion in our lives, triggers a need to establish self-control, to create meaning through committing to a unified cultural worldview, and to enhance self-esteem (Pyszczynski et. al. 2003). It is known that MS induces excessive spending and consumption of high status products, and increased expression of materialistic values (Arndt et al.2004, Kasser and Sheldon 2000, Mandel and Heine 1999). Current study explains how consumers dispose their products under MS. Results from an experiment are reported. Implications and future directions are discussed.
[ to cite ]:
A. Selin Atalay and Meltem Ture (2009) ,"Should I Keep Or Should I Give: the Effects of Mortality Salience on Disposing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 820-821.