16P Belief in Karma Moderates the Effect of Mortality Salience on Indulgent Consumption

• In Event: Working Paper Session & Reception
  In Working Paper Session: 16. Self-Regulation and Goal Pursuit

Short Abstract

This research contributes to the marketing literature by proposing a framework wherein the activation of belief in karma subtly induces long-term perspective and subsequently lower preferences for indulgent consumption after mortality salience. We also complement the wealth of research that examines how self-benefit and other-benefit appeals can influence consumer behavior.

Authors

• Siyun Chen, Jinan University, China

• Haiying Wei, Jinan University, China