Leave Your Mark: Afterlife Belief Strength’S Effect on Durability Focus in Creative Consumption

Drawing from existential psychology and creativity research, we propose that creative endeavors are complementary to beliefs in a literal afterlife in coping with mortality anxiety. Four experiments showed that an experimentally induced weaker belief in an afterlife directed respondents’ interest toward creative consumption that can leave a durable material trace (e.g., photography) and away from those that cannot (e.g., cooking). This suggests durable creative consumption’s power in coping with existential threat. Interestingly, afterlife belief induction has no impact on respondents’ intention to improve their creative skills.


Huimin Xu and Merrie Brucks (2010) ,"Leave Your Mark: Afterlife Belief Strength’S Effect on Durability Focus in Creative Consumption", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 663-663 .


Huimin Xu, State University of New York at Oneonta, USA
Merrie Brucks, University of Arizona, USA


NA - Advances in Consumer Research Volume 37 | 2010

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