The Impact of Potential Fear : Money and Time Allocation

• Main Authors: Chen,Ling-I, 陳鈴宜
• Other Authors: Ling,I-Ling
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/w8r98m

碩士 === 國立嘉義大學 === 行銷與運籌學系研究所 === 102 === In this study, the author adopts Terror Management Theory as the theoretical foundation to explore how people allocate their money and time when they face death threats. Terror management theory posits that faith in one’s cultural norms and bolstering one’s self-esteem can provide protection against death anxiety. Prior studies have shown that Mortality Salience is indeed significant increase people's consumption behavior. However, further analysis never classify what kind of consumption category will increase. In this study, the author investigates that consumers may assign budget limits as related to different expenses categories and its consequences can vary when reminded of their finite personal life span. There were two experiments were conducted. In Study 1, the results show that under the mortality salience condition, consumers will shift their money allocation more on entertainment. In Study 2, the results indicate there is no significant difference on time allocation between mortality salience and controlled condition. However, when people perceived death threat, they tended to change their time allocation. This study also proposed to explain these phenomena and practical applications in the future.