Vicarious Belongingness

Abstract

There is empirical evidence that mortality salience (MS) influences effects of advertisements. For instance, mere exposure to high-value goods can enhance cultural worldview and self-esteem and thus act as a buffer against existential anguish. Besides cultural worldview and self-esteem, close relationships can help to reduce existential anguish. Drawing upon terror management theory (TMT), the current study addressed the question of whether MS combined with emotional commercials influences perception of the ads as well as further behavior. We compared the effects of socioemotional versus informational ads after MS induction, measuring perceived emotionality of the ads, evaluation of ads and products, recall, and buying intention. Significant effects were found in all outcome variables, except for recall, supporting the hypothesis that under MS induction, commercials with a socioemotional content can enhance advertisement impact.