Salience (neuroscience)

Positive economics

Perspective (graphical)

Sociology

Theology

Alcohol consumption

Consumption (sociology)

Social science

Karma

Buddhism

Philosophy

Cognitive psychology

Artificial intelligence

Psychology

Economics

Overconsumption

Microeconomics

Chemistry

Alcohol

Production (economics)

Mortality salience

Computer science

Biochemistry

Social psychology

Frontiers in Psychology

This research proposes that mortality salience leads individuals to engage in differentiation of excessive consumption based on their appraisal of the karmic system. Study 1 demonstrated that mortality salience interacts with belief in karma to jointly determine excessive consumption, such that consumers faced with mortality salience tend to increase overconsumption likelihood when they have a weak (vs. strong) belief in karma. Study 2 revealed the underlying mechanism – temporal perspective – that drives our main effect. Replicating the findings of the two previous studies, study 3 further delineated interest frame as a theoretically derived boundary condition for the proposed interaction effect on excessiveness. Theoretical and, practical implications, as well as avenues for future research are discussed.

Believing in Karma: The Effect of Mortality Salience on Excessive Consumption