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Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Effect of Mortality Sailence on Hedonic Consumption and Utilitarian Consumption
verfasst von : I-Ling Ling, Chih-Hui Shieh
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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Based on the proximal defense notion of Terror Management Theory (TMT; Greenberg et al. 1986), the present study investigates the impact of mortality salience on hedonic and utilitarian consumption compared to no mortality threat. Terror management theory provides a theoretical explanation for behavior that is induced by death-related thoughts. This theory is based on the notion that human beings are aware, unconsciously, of the inevitable end that lies ahead. This awareness of one’s transient life combined with the human will to survive leads to an insolvable conflict often referred to as terror (Solomon et al. 1991).