Examining the effect of mortality salience on preference for anthropomorphic products.

Research has shown that anthropomorphic products can compensate for the lack of belongingness and control. These findings suggest that anthropomorphic products may also protect against mortality salience, which has been shown in numerous research studies to be closely related to both belongingness and control motives. In two high-powered experiments, the present research aimed to investigate the effect of mortality salience on preference for anthropomorphic products and test the moderating role of three relevant factors, namely, belongingness, self-esteem, and attachment style.