dc.contributor.authorHuang, Tak Zhongqiang
dc.contributor.authorHuang, Irene Xun
dc.contributor.authorJiang, Yuwei
dc.identifier.citationHuang, 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.16.0282en_US
dc.description.abstractThis 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.en_US
dc.description.sponsorshipMOE (Min. of Education, S’pore)en_US
dc.relation.ispartofseriesJournal of Marketing Researchen_US
dc.rights© 2018 American Marketing Association. All rights reserved.en_US
dc.subjectDeath-related Media Informationen_US
dc.subjectDeath Awarenessen_US
dc.subjectDRNTU::Business::Marketing::Consumer behavioren_US
dc.titleThe impact of death-related media information on consumer value orientation and scope sensitivityen_US
dc.typeJournal Article
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.contributor.organizationInstitute on Asian Consumer Insighten_US

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