Mortality Salience, Mood Regulation and Materialism

Abstract

Consumers surround themselves with material goods and experiences. Sometimes they consume out of necessity (i.e., to eat), other times to build relationships and experiences (i.e., attending a play), or to enhance their self-view (Belk 1988). Possessions can serve as security against fears and anxiety (Belk 1988). This study investigates how possessions mitigate against such anxiety, particularly existential anxiety, in light of mortality salience. Our concern is two-fold: how do consumers orient and cope with mortality; and how is materialism, or the emphasis placed on possessions, affected as a result of this coping.