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Title: National identification as a mediator of mortality salience and culturally characteristic consumer behaviour.
Authors: Pooh, Karen Chuan Ling.
Keywords: DRNTU::Social sciences::Psychology::Motivation
Issue Date: 2011
Abstract: Past studies have addressed the impact of mortality salience (MS) on in-group identification (Castano, Yzerbyt, Paladino, & Sacchi, 2002) and materialism (Kasser & Sheldon, 2000) respectively. However, no existing research has combined the concepts of MS, in-group identification and materialism. Thus, this study utilizes a mediation model to examine national identification as a process that mediates the effect of MS on culturally characteristic consumer behaviour using Singaporean undergraduates (N = 52) from Nanyang Technological University. Kiasuism, the obsession with maximizing every transaction, is a consumer behaviour characteristic of Singaporeans (Hwang, Ang, & Francesco, 2002). The mediation model was not supported. Limitations and possible confounds of the study are discussed and future studies proposed. Practical and theoretical implications are also discussed.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

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