The Sweet Escape: Effects of Mortality Salience on Consumption Quantities for High- and Low-Self-Esteem Consumers
AbstractThis research demonstrates that exposure to death-related stimuli can increase consumers' amounts of purchasing and consumption. We demonstrate that consumers who have been recently reminded of their own impending mortality wish to purchase higher quantities of food products (and actually eat higher quantities) than do their control counterparts. This effect occurs primarily among low-self-esteem consumers. We explain our findings in terms of escape from self-awareness. Low (but not high) self-esteem participants overconsume in response to a mortality salience activation as a means to escape from self-awareness. We also address alternative explanations for these effects. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 35 (2008)
Issue (Month): 2 (05)
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Web page: http://www.journals.uchicago.edu/JCR/
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- I. Lens & M. Pandelaere & L. Warlop, 2009. "The Role of Materialism in the Endowment Effect," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/578, Ghent University, Faculty of Economics and Business Administration.
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