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
Share Proceeding
Featured papers
See MoreFeatured
Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness
Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University
Featured
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Featured
B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study
Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University