Consuming for the authentic‐self: How exposure to death‐related information facilitates voluntary simplicity?
Year: 2023
Type: article
Abstract: Despite the growing prevalence of voluntary simplicity as a consumption value embraced by brands in recent years, limited research has empirically explored the antecedents of voluntary simplicity. This study addresses this research gap by investigating the impact of death‐related information on voluntary simplicity. Through five studies, we demonstrate that exposure to death‐related information increases voluntary simplicity (Studies 1, 2). This increase occurs because consumers exposed to death‐related information are motivated to pursue their authentic selves (Studies 3, 4). However, we further reveal that this effect disappears when the message appeal of death‐related information is emotional (Study 5). Our findings suggest that brands can implement communication strategies highlighting voluntary simplicity when consumers are exposed to death‐related information.
Source: Psychology and Marketing
DOI: 10.1002/mar.21939
Authors: Hongyan Liu, Yanxia Chen, Wumei Liu
Institutions: Jinan University, Lanzhou University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4389037293