How Mortality Salience Shapes Consumer Evaluations of Brands

Four experimental and field studies show that the onset of mortality salience decreases consumers’ evaluations of brands with exciting vs. other personalities. This occurs because (a) mortality salience makes consumers more sensitive to aspects of brands related to perpetuity, and (b) exciting (vs. other) brands are perceived as less perpetual.



Citation:

Polina Landgraf, Antonios Stamatogiannakis, and Haiyang Yang (2018) ,"How Mortality Salience Shapes Consumer Evaluations of Brands", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 174-175.

Authors

Polina Landgraf, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain
Haiyang Yang, Johns Hopkins Carey Business School, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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