National identification as a mediator of mortality salience and culturally characteristic consumer behaviour.
Past studies have addressed the impact of mortality salience (MS) on in-group identification (Castano, Yzerbyt, Paladino, & Sacchi, 2002) and materialism (Kasser & Sheldon, 2000) respectively. However, no existing research has combined the concepts of MS, in-group identification and material...
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| Format: | Final Year Project |
| Language: | English |
| Published: |
2011
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| Online Access: | http://hdl.handle.net/10356/43792 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Past studies have addressed the impact of mortality salience (MS) on in-group identification (Castano, Yzerbyt, Paladino, & Sacchi, 2002) and materialism (Kasser & Sheldon, 2000) respectively. However, no existing research has combined the concepts of MS, in-group identification and materialism. Thus, this study utilizes a mediation model to examine national identification as a process that mediates the effect of MS on culturally characteristic
consumer behaviour using Singaporean undergraduates (N = 52) from Nanyang
Technological University. Kiasuism, the obsession with maximizing every transaction, is a consumer behaviour characteristic of Singaporeans (Hwang, Ang, & Francesco, 2002). The mediation model was not supported. Limitations and possible confounds of the study are discussed and future studies proposed. Practical and theoretical implications are also discussed. |
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