Diverging effects of mortality salience on variety seeking: The different roles of death anxiety and semantic concept activation

Thoughts about one's death can not only induce death anxiety but also activate death-related semantic concepts. These effects of mortality salience have different implications for judgments and behavior. We demonstrate these differences in an investigation of variety-seeking behavior. Four experiments showed that the anxiety elicited by thinking about one's own death decreased the variety of participants' choices in an unrelated multiple-choice decision situation, whereas activating semantic concepts of death without inducing anxiety increased it. Moreover, inducing cognitive load decreased the anxiety-inducing effect of mortality salience, leading its concept-activation effect to predominate. The accessibility of death-related semantic concepts spontaneously induces a global processing style that increases the range of acceptable choice alternatives in a variety-seeking task, and this occurs regardless of how mortality salience is induced. However, the effect of inducing death anxiety, which is driven by a desire for stability, may override the effect of semantic concept activation when participants think about their own death.