Do I Fear Death? The Effects of Mortality Salience on Anti-Consumption Lifestyles

  title={Do I Fear Death? The Effects of Mortality Salience on Anti-Consumption Lifestyles},
  author={Marcelo Vinhal Nepomuceno and Michel Laroche},
  journal={Journal of Consumer Affairs},
How are individuals who voluntarily resist consumption affected by death thoughts? We looked at the impact of mortality salience (MS) on anticonsumption lifestyles. We found that high anticonsumption individuals were equally unlikely to consume in the control and MS conditions. However, low anticonsumption individuals were more likely to consume after death was made salient. Finally, anticonsumption lifestyles did not correlate with self-esteem, a known buffer of the effects of MS. Because MS… Expand

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