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.
Citation:
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.
Authors
Polina Landgraf, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain
Haiyang Yang, The Johns Hopkins Carey Business School, USA
Volume
NA - Advances in Consumer Research Volume 45 | 2017
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