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


Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

Read More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

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.