Killer Ads: A Terror Management Account of Fear in Advertisements

• In Event: Persuasion, Compliance, and Attitude Change

Abstract

Building on terror management theory, three experiments tested whether advertisements with a mortality reminder increase purchase intentions for products that provide an (un)important source of self-esteem. Study 1 used a 2 (mortality reminder: yes vs. no) design for art library and newspaper subscriptions. Study 2 used a 2 (mortality reminder: yes vs. no) x 2 (brand familiarity: low vs. high) design for newspaper subscriptions. Study 3 used a 2 (mortality reminder: yes vs. no) x 2 (product type: healthy vs. unhealthy) design for a beverage with importance of the product for consumers’ self-esteem as a continuous moderator. Across studies advertisements with a death reminder increased unconscious thoughts about death, which, in turn, increased purchase intentions. These effects occurred independent of mood, brand familiarity, product type, product relevance to self-esteem, and ad liking. Findings suggest that ’killer ads’ trigger unconscious consumer fears that may be alleviated by the urge to buy.

Authors

• Enny Henrica Das, Radboud University Nijmegen

• Rolien Duiven, VU U - Amsterdam

• Jolien Arendsen, VU University - Amsterdam

• Ivar Vermeulen, VU University Amsterdam