2-P: How Mortality Salience Impacts Consumers' Preference For Brands
We demonstrate in field and lab studies that mortality salience can dampen consumers’ preference for brands with exciting personalities but not for those with other brand personalities (e.g., sincerity). We explore potential mechanisms underlying this phenomenon. Our findings add to terror management and brand personality theories and offer managerial insights.
Polina Landgraf, Antonios Stamatogiannakis, and Haiyang Yang (2017) ,"2-P: How Mortality Salience Impacts Consumers' Preference For Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1042-1042.
Polina Landgraf, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain
Haiyang Yang, The Johns Hopkins Carey Business School, USA
NA - Advances in Consumer Research Volume 45 | 2017
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente
G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce