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.



Citation:

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.

Authors

Yanan Wang, Bishop's University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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