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
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
Secret Consumption in Close Relationships
Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA