The Effects of Mortality Salience on the Acceptance of Expert Recommendations: Focused on Doctors’ Recommendations at Hospitals

The purpose of this research is to examine how mortality salience affects consumers’ acceptance of expert recommendations. According to the terror management theory (TMT), individuals deal with fear of death by endorsing a cultural worldview. Based on TMT, we propose that when mortality is salient,...

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Bibliographic Details
Published in:Seoul Journal of Business 2009, 15(2), , pp.117-136
Main Authors: Youjae Yi, 안효현, 정유희, 김준환, 김재환
Format: Article
Language:English
Subjects:
경영학
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Summary:The purpose of this research is to examine how mortality salience affects consumers’ acceptance of expert recommendations. According to the terror management theory (TMT), individuals deal with fear of death by endorsing a cultural worldview. Based on TMT, we propose that when mortality is salient, people would intend to accept recommendations of experts whose authority is acknowledged by culture. This study especially focuses on recommendations of doctors who are generally regarded as experts with authority. The results from a study conducted at a university hospital indicate that patients who read death-related stimuli express higher intention to accept recommendations of doctors. KCI Citation Count: 0
ISSN:1226-9816
DOI:10.35152/snusjb.2009.15.2.005