The role of social presence in mortality salience effects
The role of social presence in mortality salience effects
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DOI：
10.1016/j.jbusres.2009.09.016
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发表时间：
2011-01-01
影响因子：
11.3
通讯作者：
Fennis, Bob M.
中科院分区：
文献类型：
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作者：
Fransen, Marieke L.;Smeesters, Dirk;Fennis, Bob M.
恐怖管理理论（TMT Greenberg et at 1986）表明，死亡的提醒会增强表达文化规范的愿望，从而导致文化规定的行为，例如慈善参加教堂聚会和过度消费。遵守这些规范可以提供高水平的自尊，这可以作为存在焦虑的缓冲。本文认为，当人们按照文化规范行事时，可以体验到额外的自尊提升，而其他人可以观察到这种行为。更具体地说，目前的研究假设和发现其他人的存在（即社会存在）调节了死亡显着性对消费相关行为的影响研究 1 表明，在死亡显着性条件下，当消费者知道其他人可以观察到他们的行为时，他们对奢侈品牌（在西方文化中受到重视的品牌）表现出更有利的态度研究 2 将这些结果扩展到非奢侈品牌在死亡陌生性条件下，当消费者意识到其他人的存在时，他们对非奢侈品牌（非有价值的品牌）表达了不太有利的评价这些结果意味着消费者得出自尊间接来自他人观察其适当行为的知识，而不是直接来自遵循一个社会的文化价值观或规范 (C) 2009 Elsevier Inc 保留所有权利
Terror management theory (TMT Greenberg et at 1986) suggests that reminders of death intensify the desire to express cultural norms leading to culturally prescribed behavior such a charitable giving church attendance and exorbitant spending Living up to these norms provides high level of,elf-esteem which can serve as a buffer against existential anxiety The present paper argues that people can experience an extra self-esteem boost when they act in accordance with cultural norms while others can observe this behavior More specifically the present studies hypothesized and found that the presence of others (i e social presence) moderates mortality salience effects on consumption-related behavior study 1 demonstrates that consumers under conditions of mortality salience express more favorable attitudes towards a luxury brand (valued in Western cultures) when they know that other can observe their behavior Study 2 extended these results to non-luxury brands Under conditions of mortality alience consumers express less favorable evaluations of non-luxury (non-valued brands) when they are aware of the presence of others These results imply that consumers derive self-esteem indirectly from the knowledge that others observe their appropriate behavior rather than directly from following the cultural values or norms of one s society (C) 2009 Elsevier Inc All rights reserved