What would you have as a last supper? Thoughts about death influence evaluation and consumption of food products

Abstract

Terror Management Theory posits that after thinking about their own deaths, people take sides with and defend their culture by either increasing their support for worldview-consistent examples, decreasing support for worldview-threatening examples, or both. We tested the hypothesis that mortality salience leads to an increased preference for products from one’s own culture as compared to products from a foreign culture in terms of evaluation and consumption. In a product test, participants sampled local and foreign soft drinks (Study 1) or local and foreign chocolates (Study 2). As expected, relative to a control condition, mortality salience led to more accentuated evaluative preferences for local as compared to foreign products. Furthermore, the preference for the local product in terms of actual consumption was greater under mortality salience. Independent from cultural worldview defense effects mortality salience led to more impulsive behavior as indicated by an increased correspondence between eating behavior and an implicit measure tapping into impulsive processes in Study 2.