How Mortality Salience Shapes Consumers’ Responses to Brands
Six studies demonstrate that mortality salience can dampen responses to exciting (vs. other) brands, because mortality salience sensitizes consumers to perpetuity and exciting brands are associated with lack of perpetuity. We reveal how consumer judgments incorporate perpetuity under mortality salience and document this novel distinction among brand personalities.
Polina Landgraf, Antonios Stamatogiannakis, and Haiyang Yang (2018) ,"How Mortality Salience Shapes Consumers’ Responses to Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 668-669.
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
NA - Advances in Consumer Research Volume 46 | 2018
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