1G the Impact of Mortality Salience on Adolescents’ Attitudes Toward Advertisements

Despite increased exposure of youths to violent media content, its impact on youth consumption is not well understood. The current study aims to examine the impact of mortality salience on adolescents’ attitudes toward advertisements. We found that mortality salience enhances advertisement ratings. This effect is mediated by social reference seeking.


Issariya Woraphiphat and Yupin Patarapongsant (2019) ,"1G the Impact of Mortality Salience on Adolescents’ Attitudes Toward Advertisements", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 998-998.


Issariya Woraphiphat, North Bangkok University, Bangkok, Thailand
Yupin Patarapongsant, SASIN, Behavioral Research and Informatics in Social Sciences Research Unit, Chulalongkorn University, Bangkok, Thailand


NA - Advances in Consumer Research Volume 47 | 2019

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