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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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