Marketing Under Frequent Terror Attacks

We investigate the effects of frequent terror attacks on products’ evaluation and consumption, and explore the differences between these effects and predictions drawn from Terror Management Theory. In five studies and numerous in-depth interviews we find that frequent terror attacks lead people to behave in ways that elevate their perceived control over the uncertain situation (where, when and how will terror strike again). This need for controllability is incorporated into their decision making and accounts for differences in product evaluations and choices made by those prompted to think about themselves dying in a terror attack compared with those who are prompted to think about dying by other means (i.e., car accident, cancer, etc.).


Michal Herzenstein and Sharon Horsky (2007) ,"Marketing Under Frequent Terror Attacks", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 598-600.


Michal Herzenstein, University of Rochester, USA
Sharon Horsky, IDC, Israel


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology

Read More


K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada

Read More


C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.