RETRACTED: Have you Seen the News Today? The Effect of Death-Related Media Contexts on Brand Preferences

This research examines how death-related media contexts affect consumers’ preferences for domestic and foreign brands. Four lab and field studies demonstrate that death-related media contexts affect subsequent brand evaluations in distinct ways, which have not yet been documented in the extant literature on media context. First, death-related media contexts shift consumers’ preferences in favor of domestic brands by enhancing consumers’ patriotism. Second, the death-related media context effect appears only with a temporal delay between the media context and the brand evaluation. Even after a 24-hour delay, the effect still takes place as long as consumers have not been given an opportunity to attenuate death-induced anxiety. Finally, the authors show that foreign brands can counter the negative effects of a death-related media context by making a prodomestic advertising claim.

• 저널Journal of Marketing Research · 47(2) · 251–262
• 토픽Death Anxiety and Social Exclusion · Social Psychology
• DOI10.1509/jmkr.47.2.251
• 저자Jia Liu, Dirk Smeesters