How Death-Related Anxiety Can Hurt - or Help - Your Bottom Line
The reminder that we are all mortal, or "mortality salience," has important implications for marketers according a new study. The series of experiments found that consumers use consumption behavior as a coping mechanism for dealing with anxiety. This implies that marketers should consider how death-related anxiety might affect their target customers in making marketing decisions such as advertising buys.
In this Smith Business Audio Series, Rosellina Ferraro, assistant professor of marketing, explains the effect that mortality salience has on consumer behavior.