Abstract
Four studies indicate that mortality salience increases adherence to social norms and values, but only when cultural norms and values are salient. In Study 1, mortality salience coupled with a reminder about cultural values of egalitarianism reduced prejudice toward Blacks among non-Black participants. In Studies 2 through 4, a mortality salience induction (e.g., walking through a cemetery) increased self-reported and actual helping behavior only when the cultural value of helping was salient. These results suggest that people may adhere to norms and values so as to manage awareness of death.
Original language | English (US) |
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Pages (from-to) | 993-1003 |
Number of pages | 11 |
Journal | Personality and Social Psychology Bulletin |
Volume | 34 |
Issue number | 7 |
DOIs | |
State | Published - Jul 2008 |
Keywords
- Helping
- Mortality salience
- Prejudice
- Social norms
ASJC Scopus subject areas
- Social Psychology