Consuming for the authentic‐self: How exposure to death‐related information facilitates voluntary simplicity?

Abstract

AbstractDespite the growing prevalence of voluntary simplicity as a consumption value embraced by brands in recent years, limited research has empirically explored the antecedents of voluntary simplicity. This study addresses this research gap by investigating the impact of death‐related information on voluntary simplicity. Through five studies, we demonstrate that exposure to death‐related information increases voluntary simplicity (Studies 1, 2). This increase occurs because consumers exposed to death‐related information are motivated to pursue their authentic selves (Studies 3, 4). However, we further reveal that this effect disappears when the message appeal of death‐related information is emotional (Study 5). Our findings suggest that brands can implement communication strategies highlighting voluntary simplicity when consumers are exposed to death‐related information.