Holding on For a Hero: Effects of Heroes in Mitigating Mortality Threats on Unhealthy Consumption

We provide a novel avenue for mitigating the unhealthy effects of mortality threats on consumption. We investigated the possibility that heroes help people cope with mortality salience. We specifically tested the role of heroes in mitigating mortality salience (MS) threats by testing their effects on intentional and real compensatory consumption.


Aulona Ulqinaku, Gulen Sarial Abi, and Elaine Louise Kinsella (2020) ,"Holding on For a Hero: Effects of Heroes in Mitigating Mortality Threats on Unhealthy Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 749-752.


Aulona Ulqinaku, Leeds University Business School, UK
Gulen Sarial Abi, Bocconi University, Italy
Elaine Louise Kinsella, University of Limerick, Ireland


NA - Advances in Consumer Research Volume 48 | 2020

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