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Interfacing the terror management health model with the meaning transfer model, we offer novel hypotheses concerning the effectiveness of celebrity and medical endorsements for consumer products and health behavior decisions. Studies 1 and 2 revealed that, compared with control topic primes, death thoughts in focal attention increased the effectiveness of health-oriented (doctor) endorsers but not culture-oriented (celebrity) endorsers, whereas death thoughts outside of focal attention increased the effectiveness of culture-oriented endorsers but not health-oriented endorsers. Studies 3 and 4 then focus more specifically on the valence and specificity of culture-oriented endorsements, revealing that death thoughts outside focal attention increase the effectiveness of culture-oriented endorsers only on the behaviors specifically endorsed and only when the endorser is characterized as possessing cultural value. Discussion focuses on everyday management of existential concerns and implications for persuasive communications in the health domain.

From the perspective of the terror management health model (TMHM), expectancies as to whether a health behavior is likely to effectively protect one's health (i.e., response efficacy) and whether an individual is optimistic about the outcomes of his or her health risk assessment (i.e., health optimism) should have a more potent influence on health decisions when thoughts of death are conscious and the health risk domain is potentially fatal. Supporting this, health optimism and response efficacy were found to moderate skin cancer prevention intentions in response to conscious, but not nonconscious, reminders of death,whereas this same relationship was not found in the context of priming thoughts associated with uncertainty. Moreover, these effects were not observed in response to nonfatal dental care outcomes. Discussion focuses on the implications of TMHM for existing health models and health promotion.

This article introduces a terror management health model (TMHM). The model integrates disparate health and social psychology literatures to elucidate how the conscious and nonconscious awareness of death can influence the motivational orientation that is most operative in the context of health decisions. Three formal propositions are presented. Proposition 1 suggests that conscious thoughts about death can instigate health-oriented responses aimed at removing death-related thoughts from current focal attention. Proposition 2 suggests that the unconscious resonance of death-related cognition promotes self-oriented defenses directed toward maintaining, not one's health, but a sense of meaning and self-esteem. The last proposition suggests that confrontations with the physical body may undermine symbolic defenses and thus present a previously unrecognized barrier to health promotion activities. In the context of each proposition, moderators are proposed, research is reviewed, and implications for health promotion are discussed.

Five studies examined the cognitive association between thoughts of cancer and thoughts of death and their implication for screening intentions. Study 1 found that explicit contemplation of cancer did not increase death-thought accessibility. In support of the hypothesis that this reflects suppression of death-related thoughts, Study 2 found that individuals who thought about cancer exhibited elevated death-thought accessibility under high cognitive load, and Study 3 demonstrated that subliminal primes of the word cancer led to increased death-thought accessibility. Study 4 revealed lower levels of death-thought accessibility when perceived vulnerability to cancer was high, once again suggesting suppression of death-related thoughts in response to conscious threats associated with cancer. Study 5 extended the analysis by finding that after cancer salience, high cognitive load, which presumably disrupts suppression of the association between cancer and death, decreased cancer-related self-exam intentions. Theoretical and practical implications for understanding terror management, priming and suppression, and responses to cancer are discussed., (2007 APA, all rights reserved)

Behaviours recommended for reducing transmission of COVID‐19 – social distancing, wearing masks, and now, vaccination – are aimed at not only reducing one's own risk, but risk to others. We posited that a collectivist mindset, versus individualistic, would facilitate intentions to engage in behaviours aimed at curtailing the spread of the virus when the awareness of mortality is activated. This hypothesis was informed by the terror management health model and tested in two studies. In each study, collective 'we' (vs. the individual 'I') was primed, in conjunction with mortality salience compared to a control condition. The results were generally consistent, with Study 1 showing that when collectivism, but not individualism, was primed, individuals responded to a COVID‐19‐based mortality reminder with a significant increase in health intentions, including social distancing and mask wearing. In Study 2, when mortality was salient, priming individualism led to reduced vaccination intention compared to collectivism. We discuss limitations to the research and conclude with the recommendation that COVID‐19‐based communications highlight the dangers of the virus in conjunction with a focus on the collective 'we' to best encourage optimal virus mitigation behaviour. [ABSTRACT FROM AUTHOR]

The novel coronavirus, COVID‐19, proliferates as a contagious psychological threat just like the physical disease itself. Due to the growing death toll and constant coverage this pandemic gets, it is likely to activate mortality awareness, to greater or lesser extents, depending on a variety of situational factors. Using terror management theory and the terror management health model, we outline reactions to the pandemic that consist of proximal defences aimed at reducing perceived vulnerability to (as well as denial of) the threat, and distal defences bound by ideological frameworks from which symbolic meaning can be derived. We provide predictions and recommendations for shifting reactions to this pandemic towards behaviours that decrease, rather than increase, the spread of the virus. We conclude by considering the benefits of shifting towards collective mindsets to more effectively combat COVID‐19 and to better prepare for the next inevitable pandemic. [ABSTRACT FROM AUTHOR]

The terror management health model suggests targeting sources of self-esteem or identity, in conjunction with mortality salience, offers a pathway for health behavior promotion. To date, however, experimental evidence has been limited to single time point studies. Two studies assessed whether similar processes impact behavior over time. In Study 1, mortality salience was paired with exercise (i.e., riding a recumbent bike); two weeks later, individuals primed with mortality reported more exercise than those not primed with death, and this increased fitness-contingent self-esteem and exercise intentions. In Study 2, when smokers visualized a prototypical unhealthy (vs. typical) smoker after mortality salience, they reported more attempts to quit smoking (over three weeks) than participants not primed with mortality. This facilitated continued quit attempts and decreased smoker identification three weeks later. Implications are discussed for a longitudinal process model in which mortality salience catalyzes a reinforcing relationship between behavior and esteem/identity, potentially sustaining health behavior change over time. [ABSTRACT FROM AUTHOR]

The terror management health model (TMHM) suggests that when thoughts of death are accessible people become increasingly motivated to bolster their self-esteem relative to their health, because doing so offers psychological protection against mortality concerns. Two studies examined sun protection intentions as a function of mortality reminders and an appearance-based intervention. In Study 1, participants given a sun protection message that primed mortality and shown a UV-filtered photo of their face reported greater intentions to use sun protection on their face, and took more sunscreen samples than participants shown a regular photo of their face. In Study 2, reminders of mortality increased participants’ intentions to use facial sun protection when the UV photo was specifically framed as revealing appearance consequences of tanning, compared to when the photo was framed as revealing health consequences or when no photo was shown. These findings extend the TMHM, and provide preliminary evidence that appearance-based tanning interventions have a greater influence on sun protection intentions under conditions that prime thoughts of death. We discuss implications of the findings, and highlight the need for additional research examining the applicability to long-term tanning behaviour. [ABSTRACT FROM PUBLISHER]

Objectives According to the terror management health model, conscious thoughts of death motivate productive health behaviours when the targeted behaviour is perceived as an effective route for mitigating the threat and removing death-related thought from focal awareness. The present study thus examined whether messages manipulating the efficacy of a health behaviour moderate health outcomes when participants are presented with a fear appeal that makes death thought conscious. Design A 3 (fear appeal: cancer vs. appearance vs. neutral) × 2 (delay vs. no delay) × 2 (effective vs. non-effective) between-subjects ANOVA was conducted. Methods Beach patrons were randomly assigned to a cancer, appearance, or neutral-threat fear appeal followed by a delay or no delay. Subsequently, they read messages highlighting the effectiveness or ineffectiveness of sun protection behaviours and reported their intentions to engage in those behaviours. Results When fear appeals primed conscious thoughts of death, framing sun protection as ineffective decreased sun protection intentions relative to framing sun protection as effective. In contrast, fear appeals that did not consciously prime death, or appeals followed by a delay that allowed thoughts of death to fade from consciousness, did not interact with efficacy messages. Conclusions The findings revealed that messages impacting sun protection efficacy moderated sun protection intentions only when death was conscious. The findings have implications for understanding the conditions that render certain fear appeals, and accompanying messages of efficacy, more influential than others. Statement of contribution What is already known on this subject? Health communications that arouse fear motivate adaptive health behaviours to the extent that people perceive that the behaviour is capable of being performed (i.e., self-efficacy) and will be effective at preventing the undesired outcome (i.e., response efficacy). According to the terror management health model ( TMHM), health threats associated with mortality activate conscious thoughts of death. Moreover, the TMHM has found that when death thoughts are conscious, the belief that a health behaviour is effective predicts greater prevention intentions in an effort to remove the health threat, and conscious thoughts of death, from focal attention. What does this study add? Framing sun protection behaviours as effective increases sun protection behaviours among individuals exposed to a fear appeal that primes conscious thoughts of death (e.g., skin cancer from sun damage) relative to framing the behaviour as ineffective., Framing sun protection behaviours as effective after a fear appeal that does not prime death-related thoughts (e.g., appearance damage from sun damage) does not affect sun protection behaviours., Framing sun protection behaviours as effective or non-effective has no effect on sun protection intentions when death is no longer conscious. [ABSTRACT FROM AUTHOR]

Research derived from terror management theory (TMT) suggests that conscious contemplations of mortality instigate efforts to remove such threatening cognitions from focal attention. Though efforts to manage death concerns in focal attention can positively affect one's health (e.g., engaging in health conscious behavior), such efforts can also negatively affect one's health (e.g., denying vulnerability to disease). The current research explores how individual differences in coping style and health optimism relate to the ways in which people respond to death-related cognitions in focal attention. Study 1 found that adaptive coping was associated with increased health behavioral intentions immediately after death thoughts were made salient (i.e., when death thoughts were still in focal attention) but not after a delay. Study 2 found that immediately after death thoughts were made salient, health optimism was associated with increased disease-detecting behavioral intentions relating to breast cancer. Theoretical and practical implications of these findings are discussed. [ABSTRACT FROM AUTHOR]