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Mortality salience increases adherence to salient norms and values
Matthew T Gailliot1, Tyler F Stillman, Brandon J Schmeichel
1Department of Social Psychology, University of Amsterdam, Amsterdam, Netherlands. mgailliot@fmg.uva.nl
Personality & Social Psychology Bulletin
|June 14, 2008
Summary
Mortality salience, or thinking about death, can increase adherence to social norms and values. This effect is stronger when cultural values are emphasized, influencing behaviors like reducing prejudice and increasing helping.
Area of Science:
- Social Psychology
- Cultural Psychology
- Existential Psychology
Background:
- Mortality salience research explores how awareness of death impacts human cognition and behavior.
- Social norms and cultural values guide individual conduct and group interactions.
- Previous studies suggest a link between existential concerns and adherence to cultural mandates.
Purpose of the Study:
- To investigate whether mortality salience enhances adherence to social norms and values.
- To determine if the salience of cultural norms and values moderates the effect of mortality salience.
- To examine the role of cultural values in mediating the relationship between mortality salience and specific behaviors.
Main Methods:
- Four studies were conducted, employing various mortality salience inductions (e.g., writing about death, visiting a cemetery).
- Cultural values were made salient through specific reminders (e.g., focusing on egalitarianism or helping).
- Behavioral and self-report measures assessed prejudice and helping behaviors.
Main Results:
- Mortality salience increased adherence to social norms and values, but only when these were culturally salient.
- In Study 1, mortality salience combined with egalitarianism reminders reduced prejudice.
- Studies 2-4 showed mortality salience increased helping behavior when the value of helping was salient.
Conclusions:
- Awareness of death can motivate individuals to conform to salient social norms and cultural values.
- Adherence to norms and values may serve as a psychological buffer against death anxiety.
- Cultural context is crucial in determining how mortality salience influences social behavior.
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