Mortality Salience and Extrinsic Goal Orientation: the Moderating Effects of Self-Esteem and Materialistic Values
Terror Management Theory (TMT) indicates that the terror associated with our awareness of death increases self-esteem striving. We experimentally manipulated self-esteem by having participants complete a word-search puzzle that was intended to either temporarily boost (easy word-search task) or threaten (difficult word-search task) self-esteem. We examined how self-esteem impacts consumers’ extrinsic goal orientations when mortality is made salient arguing that boosting (threatening) self-esteem may decrease (increase) extrinsic goal orientations. We also examined how preexisting materialistic values impacts extrinsic goal orientations when mortality is made salient arguing that preexisting high materialistic values may increase extrinsic goal orientations when mortality is made salient.
Citation:
L. J. Shrum and Jaehoon Lee (2008) ,"Mortality Salience and Extrinsic Goal Orientation: the Moderating Effects of Self-Esteem and Materialistic Values", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 228-228.
Authors
L. J. Shrum, University of Texas at San Antonio, U.S.A.
Jaehoon Lee, University of Texas at San Antonio, U.S.A.
Volume
LA - Latin American Advances in Consumer Research Volume 2 | 2008
Share Proceeding
Featured papers
See MoreFeatured
J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products
Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University
Featured
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
Featured
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore