文章基本信息

标题：The Divergent Effects of Mortality Salience of Self versus Mortality Salience of a Loved One on Materialistic Consumption
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作者：Yanan Wang
期刊名称：Journal of Research for Consumers
电子版ISSN：1444-6359
出版年度：2015
期号：26
页码：18-20
出版社：Journal of Research for Consumers
摘要：Marketing communications can prompt consumers to contemplate their own death, as well as the death of loved ones. For example, a TV ad of the Heart & Stroke Foundation may remind a viewer of his own mortality if he has a heart condition or of his father's mortality if the father has a heart disease. Past research has largely focused on thoughts about one's own death, which has been termed mortality salience (Greenberg, Solomon, and Pyszczynski 1997). In this research, we extend past research by arguing that there are two distinct types of mortality salience, namely mortality salience of self (MSS) and mortality salience of a loved one (MSLO), and further test their effects on materialistic consumption.