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The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity

The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity

 Zhongqiang (Tak) Huang,
 p. 432-p.445. English
Media information.Truyền thông.Cái chết.Death awareness.Death-related media information.Scope sensitivity.Self-relevance.Value orientation.+ 1 từ khóa
Tác giả CN Zhongqiang (Tak) Huang,
Nhan đề The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity / Zhongqiang (Tak) Huang, Xun (Irene) Huang, and Yuwei Jiang
Mô tả vật lý p. 432-p.445.
Tóm tắt 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.
Thuật ngữ chủ đề Media information.-Death awareness.
Từ khóa tự do Truyền thông.
Từ khóa tự do Cái chết.
Từ khóa tự do Death awareness.
Từ khóa tự do Death-related media information.
Từ khóa tự do Scope sensitivity.
Từ khóa tự do Self-relevance.
Từ khóa tự do Value orientation.
Từ khóa tự do Nhận thức.
Tác giả(bs) CN Huang, Xun (Irene)
Tác giả(bs) CN Jiang, Yuwei.
Nguồn trích The Journal Marketing Research- 2018.
MARC
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245[1 3] |a The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity / |c Zhongqiang (Tak) Huang, Xun (Irene) Huang, and Yuwei Jiang
300[1 0] |a p. 432-p.445.
520[ ] |a 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.
650[ ] |a Media information. |x Death awareness.
653[0 ] |a Truyền thông.
653[0 ] |a Cái chết.
653[0 ] |a Death awareness.
653[0 ] |a Death-related media information.
653[0 ] |a Scope sensitivity.
653[0 ] |a Self-relevance.
653[0 ] |a Value orientation.
653[0 ] |a Nhận thức.
700[ ] |a Huang, Xun (Irene)
700[ ] |a Jiang, Yuwei.
773[ ] |t The Journal Marketing Research |g 2018.
890[ ] |a 0 |b 0 |c 0 |d 0