Mortality Salience Effects on Evaluations of Foreign Brands: Evidence from India

Abstract

This article uses the lens of terror management theory to investigate mortality salience effects on the evaluation of a brand from a developed country among consumers in a developing country. A survey was conducted among Indian consumers in which mortality was made salient for certain participants. Mortality salience showed positive correlation with favorable evaluations of the brand from the developed country indicating the effect of mortality salience on country-of-origin evaluations. Results suggest positive evaluations of brands from developed countries may augment self-esteem of consumers. This study highlights that, in emerging markets, consumers aware of mortality salience may not always evaluate a foreign brand negatively. The findings provide managers guidance for positioning foreign brands, emphasizing the prestige associated with these brands.