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Personality and Social Psychology Bulletin, Vol. 34, No. 7, 993-1003 (2008)
DOI: 10.1177/0146167208316791

Mortality Salience Increases Adherence to Salient Norms and Values

Matthew T. Gailliot

University of Amsterdam, Netherlands, mgailliot{at}fmg.uva.nl

Tyler F. Stillman

Florida State University

Brandon J. Schmeichel

Texas A&M University

Jon K. Maner

Florida State University

E. Ashby Plant

Florida State University

Four studies indicate that mortality salience increases adherence to social norms and values, but only when cultural norms and values are salient. In Study 1, mortality salience coupled with a reminder about cultural values of egalitarianism reduced prejudice toward Blacks among non-Black participants. In Studies 2 through 4, a mortality salience induction (e.g., walking through a cemetery) increased self-reported and actual helping behavior only when the cultural value of helping was salient. These results suggest that people may adhere to norms and values so as to manage awareness of death.

Key Words: mortality salience • prejudice • helping • social norms


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