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L’impact de la saillance de mortalité sur les stratégies régulatrices et sur les préférences produits promotion et prévention

Author

Listed:
  • Judith Partouche-Sebban

    (ESG Management School - ESG Management School)

  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This experimental study examines the effect of mortality salience (i.e. death reminders) on regulatory motivations and products' attributes preferences. More precisely, it focuses on the existence of two independent motivational mechanisms in response to mortality salience : approach versus avoidance. Results confirm the existence of both mechanisms and show that the intensity of death reminders arouses distinct preferences for products' attributes prevention versus promotion and that regulatory strategies, i.e. avoidance versus approach, play a mediator role in this effect.

Suggested Citation

  • Judith Partouche-Sebban & Denis Guiot, 2018. "L’impact de la saillance de mortalité sur les stratégies régulatrices et sur les préférences produits promotion et prévention," Post-Print hal-01990755, HAL.
    • Handle: RePEc:hal:journl:hal-01990755
    DOI: 10.3917/mav.104.0015
    as

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