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

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Authors

Yi, Youjae; Kim, Joonhwan; Kim, Jae Hwan; Jung, You-Hee; Ahn, Hyo Hyun

Issue Date
2009-12
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.15 No.2, pp. 117-136
Keywords
terror managementmortality salienceexpert recommenda-tiondoctor’s recommendation
Abstract
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.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/32294
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