Two Fates: the Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking

This research examines the cognitive and motivational effect of mortality salience in a domain of consumer behavior, namely, variety-seeking of consumer products. One experiment provides initial evidence that cognitive priming of mortality salience increases variety-seeking while motivational priming leads to lower tendency to choose variety.



Citation:

Zhongqiang (Tak) Huang and Robert S. Wyer (2013) ,"Two Fates: the Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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