Journal
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN
Volume 34, Issue 7, Pages 993-1003Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0146167208316791
Keywords
mortality salience; prejudice; helping; social norms
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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.
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