Consuming for the authentic-self: How exposure to death-related information facilitates voluntary simplicity?

Despite the growing prevalence of voluntary simplicity as a consumption value embraced by brands in recent years, limited research has empirically explored the antecedents of voluntary simplicity. This study addresses this research gap by investigating the impact of death-related information on voluntary simplicity. Through five studies, we demonstrate that exposure to death-related information increases voluntary simplicity (Studies 1, 2). This increase occurs because consumers exposed to death-related information are motivated to pursue their authentic selves (Studies 3, 4). However, we further reveal that this effect disappears when the message appeal of death-related information is emotional (Study 5). Our findings suggest that brands can implement communication strategies highlighting voluntary simplicity when consumers are exposed to death-related information.