The Effect Of Media Contexts On Consumers' Brand Choice

Mass media is satiated with an increasing amount of death-related content. For example, more and more people lose their life in the disasters, accidents and so on.However,the reports of such events can prime the concept of death, and make people feel anxiety and panic, and render their behaviors definitely.Researchers on the consumer behavior domain have argued for a long time in the choice of theories which will be used to analyse the consumer behavior in such media context. On the other way, does it exist differences between the choice of domestic and overseas brands when people feel anxiety and panic in the media context satiated with mortality.Based on the framework of terror management theory,this paper answer the above question by analyzing some data collected from the laboratory.Through setting up three scenes, we demonstrate the influence of death-related media context on the choice of domestic brand, the accommodation of cultural worldview in the process of influence, and the difference between the consumers' choice of domestic and foreign brands when we change the scene where people died or insert or remove the time control material.Owing to the principle of the experiment,the people reviewing their lessons in the schoolroom in Yantai,Weihai,Tsingtao and Jinan were invited to the experiment.The death concept was stimulated by reading materials provided in the lab,and then the participants were requested to answer a series of questionnaire to measure their patriotism and their choice between the domestic and foreign brands.By analyzing the data, we can find that the death-related media context can promote the choice of domestic brands and the patriotism does mediate the relation of media context and the consumers' brand choice in the process. When the participants were divided into two parts by the site of the incident, we can see that difference exists between the two parts. However, we didn't get difference when the participants were divided into two parts based on the time distance control.The result remdies the margin in the use of terror management theory and can conduct the marketers to serve the consumers and get more benefit.