摘要：Every day, amateur consumers buy art and craft supplies from stores like Michael's Arts & Crafts, collect camera accessories to help demonstrate their originality in photography, or get software to facilitate the production of their own musical compositions or video collages. Consumer resources (e.g., time, effort and money) committed to such purposefully creative consumption are often considerable. So it leads to the question: why do consumers engage in proactive creativity. Drawing on Terror Management Theory, this research seeks to understand one unconscious driver of creative consumption: existential thoughts which ebb and flow with an individual's life changes, societal events, and media portrayals. In particular, we investigate under what circumstances mortality salience does and does not stimulate creative consumption.
