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
Share Proceeding
Featured papers
See MoreFeatured
B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt
Featured
When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Featured
Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information
Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA