Author: Leung, Kwok Way
Title: Ladies or gentlemen : effects of mortality salience on consumer attitude toward gender-stereotyped products
Advisors: Jiang, Yuwei (MM)
Degree: D.B.A.
Year: 2014
Subject: Consumer behavior
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: vii, 110 leaves : illustrations (some color) ; 30 cm
Language: English
Abstract: The current thesis investigates the impact of mortality salience on perception, evaluation, and purchase intention of gender-stereotyped products. Three experiments were conducted to test various predictions derived from the terror management theory. The first experiment supported the hypothesis that consumers primed with mortality salience prefer a product perceived as masculine over the one perceived as feminine. Subsequent experiments revealed the underlying mechanism of this effect. Once consumers' mortality was made salient, they believed that products perceived to be feminine were less competent and thus liked them less (Experiment 2). This effect of mortality salience on consumers' attitude toward feminine products disappeared when an external focus of control was primed (Experiment 3), presumably because self-competence is less important in coping with the threat of death when people believe that their fate is not in their hands. Theoretical as well as practical implications are discussed.
Rights: All rights reserved
Access: restricted access

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