Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/78429
PIRA download icon_1.1View/Download Full Text
Title: The impact of death-related media information on consumer value orientation and scope sensitivity
Authors: Huang, ZQ
Huang, X
Jiang, YW 
Issue Date: 1-Jun-2018
Source: Journal of marketing research, 1 June 2018, v. 55, no. 3, p. 432-445
Abstract: This 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.
Keywords: Death-related media information
Death awareness
Value orientation
Scope sensitivity
Self-relevance
Publisher: American Marketing Association
Journal: Journal of marketing research 
ISSN: 0022-2437
EISSN: 1547-7193
DOI: 10.1509/jmr.16.0282
Rights: This is the accepted version of the publication Huang, Z. (Tak), Huang, X. (Irene), & 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. Copyright © 2018, American Marketing Association. DOI: 10.1509/jmr.16.0282
Appears in Collections:Journal/Magazine Article

Files in This Item:
File Description SizeFormat 
Jiang_Impact_Death-Related_Media.pdfPre-Published version959.31 kBAdobe PDFView/Open
Open Access Information
Status open access
File Version Final Accepted Manuscript
Access
View full-text via PolyU eLinks SFX Query
Show full item record

Page views

81
Citations as of Aug 14, 2022

SCOPUSTM   
Citations

10
Citations as of Aug 12, 2022

WEB OF SCIENCETM
Citations

10
Last Week
0
Last month
Citations as of Aug 11, 2022

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.