An explorative study : how existential anxiety influences our preference for local brands

Past literatures (Friese & Hofmann, 2008; Marchlewski & Fetchenhauer, 2006) found support on the relationship between mortality salience (MS) on consumer ethnocentrism. However, little research had been done on the mediating factors between these constructs. Therefore, mediation analysis is...

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Main Author: Thongson, Cindy
Other Authors: Kenichi Ito
Format: Final Year Project
Language:English
Published: 2018
Subjects:
Online Access:http://hdl.handle.net/10356/73975
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-739752019-12-10T14:32:28Z An explorative study : how existential anxiety influences our preference for local brands Thongson, Cindy Kenichi Ito School of Humanities and Social Sciences DRNTU::Social sciences Past literatures (Friese & Hofmann, 2008; Marchlewski & Fetchenhauer, 2006) found support on the relationship between mortality salience (MS) on consumer ethnocentrism. However, little research had been done on the mediating factors between these constructs. Therefore, mediation analysis is utilized to examine whether materialism, social identification and patriotism are the possible variables that mediate the relationship between MS and consumer ethnocentrism. The participants were 40 Singaporean undergraduates from Nanyang Technological University. They were assigned randomly to either mortality salient condition or control condition. Consumer ethnocentrism was predicted to be related to MS, however, mediation analyses did not support this. This study failed to establish the mediation effect of materialism, social identification and patriotism between MS and consumer ethnocentrism. The limitations that might confound the results of this study are discussed and possible improvement for future studies are proposed. Bachelor of Arts 2018-04-23T03:21:26Z 2018-04-23T03:21:26Z 2018 Final Year Project (FYP) http://hdl.handle.net/10356/73975 en Nanyang Technological University 64 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences
spellingShingle DRNTU::Social sciences
Thongson, Cindy
An explorative study : how existential anxiety influences our preference for local brands
description Past literatures (Friese & Hofmann, 2008; Marchlewski & Fetchenhauer, 2006) found support on the relationship between mortality salience (MS) on consumer ethnocentrism. However, little research had been done on the mediating factors between these constructs. Therefore, mediation analysis is utilized to examine whether materialism, social identification and patriotism are the possible variables that mediate the relationship between MS and consumer ethnocentrism. The participants were 40 Singaporean undergraduates from Nanyang Technological University. They were assigned randomly to either mortality salient condition or control condition. Consumer ethnocentrism was predicted to be related to MS, however, mediation analyses did not support this. This study failed to establish the mediation effect of materialism, social identification and patriotism between MS and consumer ethnocentrism. The limitations that might confound the results of this study are discussed and possible improvement for future studies are proposed.
author2 Kenichi Ito
author_facet Kenichi Ito
Thongson, Cindy
format Final Year Project
author Thongson, Cindy
author_sort Thongson, Cindy
title An explorative study : how existential anxiety influences our preference for local brands
title_short An explorative study : how existential anxiety influences our preference for local brands
title_full An explorative study : how existential anxiety influences our preference for local brands
title_fullStr An explorative study : how existential anxiety influences our preference for local brands
title_full_unstemmed An explorative study : how existential anxiety influences our preference for local brands
title_sort explorative study : how existential anxiety influences our preference for local brands
publishDate 2018
url http://hdl.handle.net/10356/73975
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