The impact of death-related media information on consumer value orientation and scope sensitivity
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 th...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/89093 http://hdl.handle.net/10220/48426 |
| _version_ | 1811682388950908928 |
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| author | Jiang, Yuwei Huang, Tak Zhongqiang Huang, Irene Xun |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Jiang, Yuwei Huang, Tak Zhongqiang Huang, Irene Xun |
| author_sort | Jiang, Yuwei |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T03:56:03Z |
| format | Journal Article |
| id | ntu-10356/89093 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:56:03Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | ntu-10356/890932023-05-19T06:44:42Z The impact of death-related media information on consumer value orientation and scope sensitivity Jiang, Yuwei Huang, Tak Zhongqiang Huang, Irene Xun Nanyang Business School Institute on Asian Consumer Insight DRNTU::Business::Marketing::Consumer behavior Death-related Media Information Death Awareness 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. MOE (Min. of Education, S’pore) 2019-05-28T09:24:06Z 2019-12-06T17:17:42Z 2019-05-28T09:24:06Z 2019-12-06T17:17:42Z 2018 Journal Article Huang, T. Z., Huang, X. I., & 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. doi:10.1509/jmr.16.0282 0022-2437 https://hdl.handle.net/10356/89093 http://hdl.handle.net/10220/48426 10.1509/jmr.16.0282 en Journal of Marketing Research © 2018 American Marketing Association. All rights reserved. |
| spellingShingle | DRNTU::Business::Marketing::Consumer behavior Death-related Media Information Death Awareness Jiang, Yuwei Huang, Tak Zhongqiang Huang, Irene Xun The impact of death-related media information on consumer value orientation and scope sensitivity |
| title | The impact of death-related media information on consumer value orientation and scope sensitivity |
| title_full | The impact of death-related media information on consumer value orientation and scope sensitivity |
| title_fullStr | The impact of death-related media information on consumer value orientation and scope sensitivity |
| title_full_unstemmed | The impact of death-related media information on consumer value orientation and scope sensitivity |
| title_short | The impact of death-related media information on consumer value orientation and scope sensitivity |
| title_sort | impact of death related media information on consumer value orientation and scope sensitivity |
| topic | DRNTU::Business::Marketing::Consumer behavior Death-related Media Information Death Awareness |
| url | https://hdl.handle.net/10356/89093 http://hdl.handle.net/10220/48426 |
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