Consume to live, consume to die: The effects of mortality salience on consumer behavior

Mortality salience is a concept that examines the realization of death's inevitability in individuals' awareness representing a critical inquiry into how it influences human behavior, particularly in the domain of consumption. This study transcends the established impact of mortality awareness on consumption patterns, venturing into unexplored areas regarding how the contemplation of death molds the dimensions, shapes, and scopes of consumption activities. Through semi-structured interviews with 18 participants, ranging in age from 23 to 57, this thesis methodically collects and analyzes data with thematic analysis, uncovering seven primary themes: "The Rush to Maximize Consumption," "Liberating Consumption," "The Diminishment of Consumption's Significance," "Spirituality-Oriented Consumption," "Enhancing Life Quality," "Consumption Shaped by Social Interactions," and "Consumption Oriented Towards Personal Pleasures." These findings highlight a complex interplay between how individuals interact with consumption in light of mortality awareness. The discussion revolves around the dual perspectives of 'consumption has power' versus 'individual's power,' incorporating the concept of time perception and affirming consumption as either a beginning or conclusion of life's journey. The conclusion summarizes future research contributions and limitations of the study, providing a overview of the nuanced relationship between mortality salience and consumer behavior.