New Wine in Old Bottles: Death Awareness Makes People Prefer Vintage Products Due to a Desire to Connect the Past, Present, and Future

Gülen Sarial Abi, Kathleen D. Vohs, Ryan Hamilton, Aulona Ulqinaku

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearch


This paper investigated a novel reason for preferring vintage items: death awareness. Five studies found that people reminded of death prefer vintage products more than others do and more than modern products. Further, we identified a theoretically-driven mediator: mental connections among the past, present, and future.
Original languageEnglish
Title of host publicationNA - Advances in Consumer Research Volume 43
EditorsKristin Diehl, Carolyn Yoon
Number of pages6
Place of PublicationDuluth
PublisherAssociation for Consumer Research
Publication date2015
Publication statusPublished - 2015
Externally publishedYes
Event46th Annual Conference of the Association for Consumer Research. ACR 2015 - Hilton New Orleans Riverside, New Orleans, United States
Duration: 1 Oct 20154 Oct 2015
Conference number: 46


Conference46th Annual Conference of the Association for Consumer Research. ACR 2015
LocationHilton New Orleans Riverside
Country/TerritoryUnited States
CityNew Orleans
Internet address

Cite this