The sweet escape: Effects of mortality salience on consumption quantities for high- And low-self-esteem consumers

Naomi Mandel, Dirk Smeesters

Research output: Contribution to journalArticle

57 Citations (Scopus)

Abstract

This 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.

Original languageEnglish (US)
Pages (from-to)309-323
Number of pages15
JournalJournal of Consumer Research
Volume35
Issue number2
DOIs
StatePublished - Aug 2008

Fingerprint

self-esteem
mortality
self awareness
activation
purchase
stimulus
food
death
Self-esteem
Mortality salience
Mortality
Self-awareness
Purchase
Purchasing
Activation
Food products
Stimulus
Food
Wishes
Eat

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

The sweet escape : Effects of mortality salience on consumption quantities for high- And low-self-esteem consumers. / Mandel, Naomi; Smeesters, Dirk.

In: Journal of Consumer Research, Vol. 35, No. 2, 08.2008, p. 309-323.

Research output: Contribution to journalArticle

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