Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/89093
Title: The impact of death-related media information on consumer value orientation and scope sensitivity
Authors: Jiang, Yuwei
Huang, Tak Zhongqiang
Huang, Irene Xun
Keywords: DRNTU::Business::Marketing::Consumer behavior
Death-related Media Information
Death Awareness
Issue Date: 2018
Source: Huang, T. Z., Huang, X. I., & Jiang, Y. (2018). The impact of death-related media information on consumer value orientation and scope sensitivity. Journal of Marketing Research, 55(3), 432-445. doi:10.1509/jmr.16.0282
Series/Report no.: Journal of Marketing Research
Abstract: This research examines how incidental exposure to death-related information in the media affects consumers’ value orientation and scope sensitivity to marketing stimuli. Five studies demonstrate that, in contrast to thoughts about one's own mortality, exposure to death-related information in the media can shift consumers’ focus from extrinsic to intrinsic values. This leads them to pay less attention to the marketing stimuli, which are generally associated with extrinsic values, and consequently results in lower sensitivity to the magnitude of products and services. These effects are reversed when the marketing stimuli are associated with intrinsic values. Moreover, we found that exposure to death-related media information will generate effects similar to those of mortality salience when the information is perceived to be self-relevant and thus could induce death anxiety. The authors discuss implications and possible extensions.
URI: https://hdl.handle.net/10356/89093
http://hdl.handle.net/10220/48426
ISSN: 0022-2437
DOI: http://dx.doi.org/10.1509/jmr.16.0282
Rights: © 2018 American Marketing Association. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:NBS Journal Articles

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