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Rest in peace? Brand-induced mortality salience and consumer behavior

机译：安息？品牌引起的死亡率显着性和消费者行为

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摘要

The present research examines the hypothesis that brands can automatically activate mortality-related thoughts and, in turn, affect consumer behavior. Terror Management Theory (TMT; [Greenberg Jeff, Pyszczynski Tom, Solomon Sheldon. The Causes and Consequences of a Need for Self-esteem: A Terror Management Theory. In: Baumeister Roy F, editor. Public Self and Private Self. New York/Berlin: Springer-Verlag, 1986. pp. 189-192.]) predicts that brand-induced mortality salience leads to increased spending and worldview defense. The present findings show that explicit exposure to an insurance brand increases the accessibility of death-related thoughts, which, in turn, increases personal spending intentions (Experiment 1). Experiment 2 demonstrates that (implicit) insurance brand exposure positively affects charity donations. Additionally, the results of Experiment 3 reveal that subliminal brand exposure affects worldview defense in such a way that individuals who unconsciously observe an insurance brand rate domestic products more favorably and foreign products less favorably than individuals in the control condition. Brand associations can affect (unconscious) consumer behavior in various unanticipated ways.
机译：本研究检验了以下假设：品牌可以自动激活与死亡率相关的思想，进而影响消费者的行为。恐怖管理理论（TMT； [格林伯格·杰夫，皮斯钦斯基·汤姆，所罗门·谢尔顿）。自尊需要的原因和后果：恐怖管理理论。作者：鲍迈斯特·罗伊（Baumeister Roy F），编辑。公共自我和私人自我。纽约/柏林：Springer-Verlag，1986年。第189-192页。]预测品牌引起的死亡率显着性会导致支出增加和世界观防御。本研究结果表明，直接接触保险品牌可以增加与死亡有关的思想的可及性，进而增加个人的消费意愿（实验1）。实验2证明（隐式）保险品牌风险对慈善捐赠产生积极影响。此外，实验3的结果表明，潜意识品牌暴露会以一种方式影响世界观防御，与控制条件下的个体相比，无意识地观察到保险品牌的个人对国内产品的评价更高，而对外国产品的评价则更低。品牌联想会以各种无法预料的方式影响（无意识的）消费者行为。

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