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The awareness of one’s own mortality can be present to different degrees in different individuals. Through news and social media, people today can witness how others are in mortal danger or die, whether from accidents, wars, terrorist attacks, murders, natural disasters, or diseases. For example, during the COVID-19 pandemic, people were confronted with infection rates and death tolls in the daily news that forcefully reminded them of their own mortality.

This study by Friederike Gobrecht and Prof. Marchand deals with the question of how such a mortality salience influences one's own consumption behavior and provides a comprehensive overview. It is published in the Journal of Consumer Behavior and can be downloaded here (open access): https://doi.org/10.1002/cb.2117

 

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