16P Belief in Karma Moderates the Effect of Mortality Salience on Indulgent Consumption

This research contributes to the marketing literature by proposing a framework wherein the activation of belief in karma subtly induces long-term perspective and subsequently lower preferences for indulgent consumption after mortality salience. We also complement the wealth of research that examines how self-benefit and other-benefit appeals can influence consumer behavior.


Siyun Chen and Haiying Wei (2019) ,"16P Belief in Karma Moderates the Effect of Mortality Salience on Indulgent Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 963-963.


Siyun Chen, Jinan University, China
Haiying Wei, Jinan University, China


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy

Rafay A Siddiqui, Hong Kong Polytechnic University
Jane Park, University of California Riverside, USA
Frank May, Virginia Tech, USA

Read More


Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

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.