Mortality Salience, Control, and Choice
This research examines how mortality salience affects consumer choice in large versus small choice contexts. Research indicates that people desire more choice but that satisfaction with the selected option is lower when choosing from a larger set. Based on Terror Management Theory, we predict that mortality salience alters consumers’ perceptions of the costs and benefits of choice, such that it enhances the benefits and decreases the costs of greater choice. Results indicate that having “too much choice” leads to greater satisfaction with the choice process and the selected option than limited choice when mortality is salient.
Rosellina Ferraro and Nidhi Agrawal (2007) ,"Mortality Salience, Control, and Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 599-600.
Rosellina Ferraro, University of Maryland, USA
Nidhi Agrawal, Northwestern University, USA
NA - Advances in Consumer Research Volume 34 | 2007
Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume
Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA
The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria