Mortality Salience and Materialistic Consumption: Role of Self Versus Loved Ones
Through four studies, we distinguished two types of mortality salience, namely mortality salience of self (MSS) and mortality salience of a loved one (MSLO), and found that MSS promotes materialistic consumption whereas MSLO prevents it. The mechanism that may explains the divergence has been proposed.
Yanan Wang (2015) ,"Mortality Salience and Materialistic Consumption: Role of Self Versus Loved Ones", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 276-277.
Yanan Wang, Bishop's University
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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