Uncertain Consumption Preference under Mortality Salience

Based on the relevant theoretical research on mortality salience and general self-efficacy, this paper tests the impact of mortality salience on uncertain consumption intention through experiments. It is found that mortality salience increases consumers’ preference to choose uncertain probabilistic promotion methods, but decreases individuals’ evaluation of new products. During the process above, the moderating effect of general self-efficacy was tested. Based on the results, this study provides specific suggestions on the marketing and product strategies in the context of mortality salience.