EXPRESS: Death or Muerte? Effects of Sales Language Use on the Consumption of Death-Related Products and Services

Consumers often resist marketing information about death-related products and services (DRPS), let alone purchase them. Yet, there is a massive market and universal necessity for DRPS offerings like life insurance and funeral services. Proactively considering DRPS in advance allows consumers to better prepare for death and its aftermath. The current research builds on terror management theory and the literature on language use and psychological distance to propose a language-based sales communication strategy for DRPS. The findings from eight studies, including two field experiments and an eye-tracking study, indicate that DRPS sales messages appear in consumers’ second (vs. native) language (e.g., using muerte, Spanish for death, when talking to a native English speaker whose second language is Spanish) decreases consumers’ fear of death by creating greater psychological distance to death, which in turn induces more consumption (e.g., actual purchases). However, this effect becomes attenuated when consumers perceive high control over death or when the DRPS feature transcendence after death. In contrast, the effect is amplified for DRPS that require an intermediate level of customer participation. These findings offer novel insights into how marketers and policymakers can motivate consumers to consider DRPS earlier and engage in more proactive decision-making.