11J Unappealing Durability: the Effects of Mortality Salience on Consumers’ Preference Regarding Durable Products

Consumers usually views the durability of products as a positive trait when making purchases. However, the current study shows that mortality salience can make consumers prefer products with low durability. Our study contributes to the mortality salience literature and discusses product durability’s effect on consumer preference.



Citation:

Chen Zengxiang, WEI Yijia, and Wang Lin (2019) ,"11J Unappealing Durability: the Effects of Mortality Salience on Consumers’ Preference Regarding Durable Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1003-1003.

Authors

Chen Zengxiang, Sun Yat-Sen University, China
WEI Yijia, Chinese University of Hong Kong, China
Wang Lin, Sun Yat-Sen University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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