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.



Citation:

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.

Authors

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More

Featured

J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants

Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.