National identification as a mediator of mortality salience and culturally characteristic consumer behaviour.

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.