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
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School
When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it
Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University