Uncertain Consumption Preference under Mortality Salience

Based on the relevant theoretical research on mortality salience and general self-efficacy, this paper tests the impact of mortality salience on uncertain consumption intention through experiments. It is found that mortality salience increases consumers’ preference to choose uncertain probabilistic promotion methods, but decreases individuals’ evaluation of new products. During the process above, the moderating effect of general self-efficacy was tested. Based on the results, this study provides specific suggestions on the marketing and product strategies in the context of mortality salience.

• Publication year

  2022

• Venue

  Journal of Economics and Management Sciences

• Publication date

  2022-06-15

• Fields of study

  Not labeled

• Identifiers
  DOI 10.30560/jems.v5n1p16
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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