Mortality Salience and Foreign Product Evaluation: an Important Moderator

Mark Mulder, Washington State University, USA
Jeff Joireman, Washington State University, USA
This study considers the impact of Mortality Salience and foreign product evaluations. Results revealed an important moderator of Consumer Ethnocentrism. All participants (U.S. college students) preferred products made in the U.S. Importantly, this tendency was strongest among high CES participants in the MS condition.
[ to cite ]:
Mark Mulder and Jeff Joireman (2011) ,"Mortality Salience and Foreign Product Evaluation: an Important Moderator", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.