Benefits of heroes to coping with mortality threats by providing perceptions of personal power and reducing unhealthy compensatory consumption

Mortality Salience Effects of Critical Incidents - A Systematic Literature Review and Research Agenda

Critical incidents (CI) trigger acute stress reactions and psychological trauma because of direct or vicarious exposure. These events include natural disasters, wars, terrorist attacks and pandemics, and usually result in deaths and serious physical injuries. Their life-threatening nature makes them reasonable candidates to induce mortality salience (MS). The current review aims to consolidate Terror Management Theory (TMT) research using CIs as MS. A systematic literature review was conducted. Overall, 74 articles with 113 studies were included. Through this review, strong support for MS effects of CI has been found. Consistent with TMT, CIs tend to trigger worldview defence, self-esteem enhancement and relationship seeking. CIs have also been found to impact negatively on individual well-being and organisational health. Recommendations specific to crisis interventions and well-being will be discussed. The review concludes with potential future research directions to strengthen and expand empirical knowledge in CI salience.

On Cultural Differences of Heroes: Evidence From Individualistic and Collectivistic Cultures

Building on earlier research that examined the characteristics people associate with heroes, our research examined similarities and differences of the hero stereotype across cultures. Specifically, in Study 1 (N = 209) and Study 2 (N = 298), we investigated lay perceptions of heroes among participants from a collectivistic culture. In Study 3 (N = 586), we examined whether group membership could be determined by participants' centrality ratings of the combined set of hero features. In Study 4 (N = 197), we tested whether the hero features that distinguish American and Chinese participants, when used to describe a target person, influence the impression that the target person is a hero. In Study 5 (N = 158) and Study 6 (N = 591), we investigated cultural differences in perceptions of different types of heroes (e.g., social, martial, civil) and the influence of individualism and collectivism on the perception of those heroes.

How high-intensity sensory consumption fills up resource scarcity: The boundary condition of self-acceptance

OBJECTIVE

Everyone in life will experience resource scarcity, which causes self-discrepancy. It is widely known that individuals participate in reactive consumption to solve the problems of self-discrepancy and resources scarcity. This kind of consumption may be symbolically related to the essence of the resource scarcity or may occur in an unrelated domain. This study proposes a theory for "filling up" one's resource scarcity through high-intensity sensory consumption (HISC).

METHODS

We used different methods, including one-way analysis of variance (ANOVA), linear regression, mediating effect, and moderating effect, to test the four hypotheses. Four experiments in the study were conducted from May 2022 and August 2022 and involved undergraduates from a university and volunteers recruited online. All participants are adults and verbally agree to participate voluntarily. Study 1a (N = 96 (male 47, female 49), participants from a business school in China) measured resource scarcity in the laboratory experiments and verified the effect of resource scarcity on consumer HISC preference by using linear regression (H1). Study 1b (N = 191 (male 98, female 93), students and teachers from a university in China) measured resource scarcity in the laboratory experiments and manipulated positively and negatively valenced experiences. Using the PROCESS SPSS Mode l, we verified that negatively valenced stimuli also lead to higher levels of arousal, which in turn restores the self-discrepancy caused by resource scarcity (H2). Study 2 (an online experiment, N = 182 (male 91, female 91), participants from China) manipulated the resource scarcity in a color sensory stimulant context, replicating the preliminary effect and examined the mediating effect of the self-worth by using the PROCESS SPSS Mode 4 (H3). Study 3 (an online experiment, N = 251 (male 125, female 126), participants from China) manipulated resource scarcity and self-acceptance in the tactile sensory experience, and tested the moderating effect of self-acceptance by using the PROCESS SPSS Mode 8 (H4).

RESULTS

Four studies suggest that not only do individuals facing resources scarcity prefer HISC but also that this consumption is mediated and moderated by self-worth and self-acceptance, respectively. This preference for HISC is negated when individuals have high self-acceptance traits. The findings are tested in the auditory domain (as evidenced by a propensity for louder volume), the visual domain (as evidenced by a propensity for more intense colors), and the tactile domain (as evidenced by a propensity for more intense need for touch). The findings also demonstrate that individual preferences for HISC is shown to operate regardless of the valence (positive valence vs. negative valence) of the sensory consumption.

CONCLUSIONS

Across four experiments, we find that individuals who are subjected to resource scarcity show a preference for high-intensity sensory consumption in the auditory, visual, and tactile domains. We also find that both negatively and positively valenced sensory stimuli have the same impact on resource-scarce individuals' preference for HISC. Furthermore, we demonstrate that the sense of self-worth significantly mediates the effect of resource scarcity on HISC. Finally, we reveal that self-acceptance moderates the effect of resource scarcity on HISC preference.

Impacts of COVID-19 on the post-pandemic behaviour: The role of mortality threats and religiosity

This study explores the influence of intra-pandemic perceptions on travellers' post-pandemic hotel booking behaviour among crisis-resistant travellers and crisis-sensitive groups. It also examines the moderating role of mortality threats and religiosity on these behaviours. We collected quantitative data utilising survey method via questionnaires to address various levels of the research. We used PLS-SEM to evaluate our proposed model. We collected data from 1580 who had booked hotels in Egypt. Our study indicated that intra-pandemic perception has a stronger effect on travellers’ post-pandemic hotel booking behaviours if the travellers are less religious and feel deeply threatened by the idea of their own level of mortality. Moreover, it revealed that intra-pandemic perceptions had a stronger association with post-pandemic planned behaviour for travellers who chose to cancel their hotel booking plans. Our study also indicated that emergency public information plays a critical role in influencing post-pandemic planned behaviour. Our study offers effective strategies to aid hospitality and tourism practitioners when risky and threating situations such as COVID-19 arise, specifically in the period of response and recovery.

Has the COVID-19 pandemic made us more materialistic? The effect of COVID-19 and lockdown restrictions on the endorsement of materialism

The COVID-19 pandemic has led to an increase in the factors that typically facilitate the endorsement of materialistic values (e.g., higher media consumption, stress and anxiety, loneliness, death anxiety, and lower moods). In this paper, we examine how contextual changes affecting the antecedents of materialism influence its advocacy with a mixed-method approach. First, a correlational study (Study 1) suggests that increases in media consumption and stress and anxiety during the pandemic predicted current levels of materialism, however, these effects were limited. Second, contrary to our expectations, a longitudinal study (Study 2) shows that people's focus on money decreased during the pandemic. Last, a social media content analysis (Study 3) reveals a downward trend in users' online discourses about consumption-related behaviors, but an upward trend in brands promoting spending as a way to attain well-being. The observed effects could fuel deeper societal change in the labor market and in consumer behavior, and have further implications for individual and societal well-being in a post-pandemic world. We recommend future interventions aimed at diminishing materialistic attitudes to examine the effects of decreasing media consumption and to explore how other factors introduced by the pandemic (e.g., a health or well-being focus) might moderate its advocacy.

COVID-19 vaccines and anti-consumption: Understanding anti-vaxxers hesitancy

Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study utilizes a qualitative approach and 53 interviews revolving around people's attitudes towards the COVID-19 vaccination plan. The findings reveal that COVID-19 vaccination hesitancy comes from two major factors: stable factors and contextual factors. Stable factors refer to factors that are consistently found in anti-vaccination movements and include political and philosophical opposition. Contextual factors refer to factors that are highly dependent on the COVID-19 situation and relates to a negative benefit to risk ratio informed by information overload and the influence of marketing phenomena such as branding and country of origin effects. Finally, theoretical and managerial contributions are offered for public policymakers and social marketers.

Collectivism fosters preventive behaviors to contain the spread of COVID-19: Implications for social marketing in public health

Apart from personal- and societal-level factors, we propose that collectivism also plays a role in the spread of COVID-19. Results from six studies using both secondary datasets and laboratory experiments conducted in two different countries demonstrate that collectivism is: (a) negatively associated with the spread of COVID-19 and (b) positively associated with the self-importance/expectation to engage in widely publicized behaviors to prevent the spread of the disease, as well as with greater likelihood to vaccinate against COVID-19. Finally, the higher likelihood of people high (vs. low) in collectivism to engage in preventive behaviors is driven by their belief that others consider it important to engage in such behaviors. The effects were robust and emerged by measuring collectivism both at the country level and at the individual level. We conclude by proposing features of public health campaigns likely to elicit compliance behavior to control the spread of COVID-19.

High ideals: the misappropriation and reappropriation of the heroic label in the midst of a global pandemic

The purpose of this article is to offer an alternative, more nuanced analysis of the labelling of frontline workers as heroes than originally proposed. Here, we argue that the hero narrative in itself need not be problematic, but highlight a number of wider factors that have led to the initial rise (and subsequent fall) in support for labelling frontline workers as heroes. Through our related work, we have gathered similar stories from frontline workers where they feel betrayed, let down or otherwise short-changed by the hero label, and we have sought to make sense of this through understanding more about how the hero label is used rather than what it means. In this article, we propose a way forward where there is greater discussion around the hero label in this context where individuals can be heroes but still struggle, still fail and still feel vulnerable, and where heroism is viewed as a state of interdependence between heroic actor and the wider group. It is true that heroes can inspire, lead, guide and build morale and camaraderie, but collective responsibility is held with us all. We can draw hope and energy from our heroes, but we must dig deep and be proactive, particularly in the face of adversity. In doing so, we support the heroes to lead from the front and ensure that even though we cannot physically help; we are not making their situation worse.

The impact of COVID-19 on consumer evaluation of authentic advertising messages

This study investigates the relationship between the COVID-19 threat and consumer evaluation of a product with authenticity appeals in advertisements. We propose that threatening situations like COVID-19 motivate consumers to lower their uncertainty and increase their preference for products with authentic advertising messages. Because individuals react differently to threatening environments according to their early-life experiences, commonly reflected in childhood socioeconomic status, we examined whether childhood socioeconomic status moderates the relationship between threat and consumer evaluation of authenticity in advertisements. First, secondary data from Google Trends provided empirical support for our predictions. In additional experimental studies, participants evaluated different target products in four studies that either manipulated (Studies 2 and 3) or measured (Studies 4 and 5) COVID-19 threat. Our results provide converging evidence that consumers positively evaluate products with authentic advertising messages under the COVID-19 threat. Consumers' motivation to lower their uncertainty underlies the effect of COVID-19 threat on their evaluation of authentic messages (Study 3). This attempt to reduce uncertainty is more likely to occur for consumers with relatively higher childhood socioeconomic status (Studies 4 and 5). These findings suggest that using authenticity appeals during a pandemic could effectively reduce consumers' perceived uncertainty and generate positive consumer evaluations.

The Association of Restrained Eating and Overeating during COVID-19: A Cross-Lagged Model

Widespread overeating has been found during the 2019 coronavirus (COVID-19) pandemic. The present study investigated whether pre-pandemic restrained eating (RE) predicted overeating during the pandemic, and further explored the behavioral (mortality threat, negative affect) mechanisms underlying this association. An eight-month longitudinal survey was conducted with a large sample of 616 undergraduates from Southwest university. From September 2019 to April 2020, three measurements were conducted. RE was tested before the pandemic (T1), and data of mortality threat, negative affect, and overeating were collected at the middle (T2) and end of (T3) the COVID-19 crisis in China. The correlation results showed that baseline RE was positively associated with mortality threat, negative affect, and overeating at T2 and T3. Moreover, negative affect and mortality threat were positively correlated with overeating. Results from longitudinal mediation showed that baseline RE would positively predict T3 overeating through T2 negative affect, but not T2 mortality threat. This study supports and extends the counterregulatory eating hypothesis that RE positively predicts future overeating, especially through negative emotions. These findings further reveal the core psychological mechanism underlying this positive RE-overeating relation in the context of COVID-19, indicating that the individuals with higher RE could not cope with negative affect adequately, contributing to more overeating.

The closer I am, the safer I feel: The "distance proximity effect" of COVID-19 pandemic on individuals' risk assessment and irrational consumption

The unprecedented crisis of COVID-19 posed severe negative consequences for consumers, marketers, and society at large. By investigating the effect of individuals' distance from the COVID-19 epicenter (i.e., the geographical area in which COVID-19 pandemic is currently most severe) on consumers' risk perception and subsequent behaviors, this research provides novel empirical findings that can offer practical insights for marketers. While intuitively, people expect individuals closer to the COVID-19 epicenter to generate a greater risk perception of the pandemic, empirical evidence from four studies provides consistent results for the opposite effect. We find that a closer (vs. farther) distance to the epicenter associates with lower (vs. higher) perceived risk of the pandemic, leading to less (vs. more) irrational consumption behaviors. We refer to this phenomenon as the "distance proximity effect," which holds for both physical and psychological distances. We further demonstrated that this effect is mediated by consumers' perception of uncertainty and moderated by individuals' risk aversion tendency. The current research contributes to the literature of consumers' risk perception and irrational consumption by highlighting a novel factor of distance proximity. It also offers some timely insights into managing and intervening COVID-19 related issues inside and outside an epicenter.

Benevolent Creativity Buffers Anxiety Aroused by Mortality Salience: Terror Management in COVID-19 Pandemic

With the outbreak of the COVID-19 crisis, the public keeps getting epidemic-related information on the media. News reports on the increasing number of fatalities have exposed individuals to death, which causes negative emotional experiences such as tension, anxiety, and fear. This study aimed to investigate whether creativity could serve as an anxiety-buffer when mortality is salient. Based on previous findings, the present study utilized type of creative task and personal search for meaning as moderators. In Study 1, a 2 (mortality salience: absent, present) × 2 (type of creative task: benevolent, malevolent) between-subject design was utilized, and 168 subjects were randomly assigned to four experimental conditions. In Study 2, 221 subjects were recruited. The experimental procedure was similar to Study 1, except that the priming paradigm of mortality was changed and search for meaning was included as an additional moderating variable. State anxiety was measured as the dependent variable in both studies. Results of Study 1 showed that, while the benevolent creative task could buffer anxiety in the mortality salience condition, the malevolent creative task did not have the same effect. Furthermore, there was a significant interaction between mortality salience, type of creative task, and search for meaning in life on anxiety. In Study 2, the buffering function of benevolent creativity was more intense for participants with a higher level of search for meaning. Together, these findings reveal the influence of different types of creative tasks on individual anxiety levels under death priming conditions and the moderating effect of search for meaning in this relationship. Further, they suggest the need to focus on the role of creativity in terror management.