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Abstract
Marketing communications can activate a consumer's thought about his own death, or the death of his loved one. Although past research has largely focused on thoughts about one's own death, which has been termed mortality salience (Greenberg, Solomon, and Pyszczynski, 1997), recent studies have shown that there are two types of mortality salience, namely mortality salience of self (MSS) and mortality salience of a loved one (MSLO) which may have different impact on certain consumer behaviors (Wang 2015). In this research, we specifically examine the effects of MSS and MSLO on two types of product choices, namely social status choice and social experience choice. Based on a need salience mechanism, we discover in four studies that MSS individuals prefer social status choice options over social experience choice options; whereas MSLO individuals prefer social experience choice options over social status choice options. Moreover, these effects are more pronounced among MSS individuals high in independent self-construal, and MSLO individuals high in interdependent self-construal. This research contributes to the mortality salience literature by proposing a new mediating mechanism based on need salience which predicts the divergent effects of MSS and MSLO on type of choice, and identifying two new moderating variables, namely independent self-construal and interdependent self-construal which can modify the effect of MSS versus MSLO on type of choice.
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Abstract
Marketing communications can activate a consumer's thought about his own death, or the death of his loved one. Although past research has largely focused on thoughts about one's own death, which has been termed mortality salience (Greenberg, Solomon, and Pyszczynski, 1997), recent studies have shown that there are two types of mortality salience, namely mortality salience of self (MSS) and mortality salience of a loved one (MSLO) which may have different impact on certain consumer behaviors (Wang 2015). In this research, we specifically examine the effects of MSS and MSLO on two types of product choices, namely social status choice and social experience choice. Based on a need salience mechanism, we discover in four studies that MSS individuals prefer social status choice options over social experience choice options; whereas MSLO individuals prefer social experience choice options over social status choice options. Moreover, these effects are more pronounced among MSS individuals high in independent self-construal, and MSLO individuals high in interdependent self-construal. This research contributes to the mortality salience literature by proposing a new mediating mechanism based on need salience which predicts the divergent effects of MSS and MSLO on type of choice, and identifying two new moderating variables, namely independent self-construal and interdependent self-construal which can modify the effect of MSS versus MSLO on type of choice.