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When the reaper becomes a salesman: The influence of terror management on product preferences

Author

Listed:
  • Tom van Bommel

    (AmsterBrand: Implicit Marketing Research.)

  • Cormac O’Dwyer
  • Tim W. M. Zuidgeest

    (AmsterBrand: Implicit Marketing Research.)

  • Fenna H. Poletiek

    (Leiden University, The Netherlands.)

Abstract

The present research investigates how consumer choice is affected by Terror Management Theory’s proposition of Mortality Salience increasing one’s cultural worldview defense and self-esteem striving. The study builds empirically upon prior theorizing by Arndt, Solomon, Kasser and Sheldon (2004). During an experiment, we manipulated Mortality Salience and measured product preferences for conspicuousness and familiarity. Participants primed with death were more likely to choose conspicuous products, corroborating previous research of mortality salience raising materialistic tendencies. In addition, participants showed a tendency to prefer familiar brands. These results are in line with the Terror Management Theory framework.

Suggested Citation

  • Tom van Bommel & Cormac O’Dwyer & Tim W. M. Zuidgeest & Fenna H. Poletiek, 2015. "When the reaper becomes a salesman: The influence of terror management on product preferences," Journal of Economic and Financial Studies (JEFS), LAR Center Press, vol. 3(5), pages 33-42, October.
    • Handle: RePEc:lrc:lareco:v:3:y:2015:i:5:p:33-42
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    Cited by:

    1. Boeuf, Benjamin, 2019. "The impact of mortality anxiety on attitude toward product innovation," Journal of Business Research, Elsevier, vol. 104(C), pages 44-60.

    More about this item

    Keywords

    Brand Preferences; Mortality Salience;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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