I Die therefore I Buy

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Exploring the intersection of existential fears and consumer behavior, this book delves into how humans cope with the anxiety of mortality through cultural systems that provide meaning and stability. It examines Terror Management Theory, investigating how consumer products and brands serve as symbols that reflect identity and worldviews, potentially alleviating existential dread. Aimed at researchers and professionals in marketing and branding, the work empirically analyzes the circumstances under which commodities can fulfill these psychological needs.