The Impact of Death‐Related Information Exposure on Consumer Preference for Digital Goods

ABSTRACT The responsible long‐term use of energy to achieve sustainable development has always been a critical concept that societies, firms, and individuals must actively practice, and it remains one of the most pressing global challenges. Although digital goods, which can be transmitted without physical objects, can reduce waste as well as save energy and resources in the production of new goods for society, and at the same time create convenience for consumers, consumers still prefer physical products over digital products in some situations. To better understand and address this gap, it is essential to investigate the factors that shape consumer preferences toward digital goods. We propose that consumer preference for digital products is highly context‐dependent, particularly in relation to exposure to death‐related information. This research tests three hypotheses through four experimental studies. The findings indicate that exposure to death‐related information reduces consumer preference for digital goods (Studies 1a and 1b). This effect is mediated by a decreased sense of control (Study 2). Additionally, the negative impact of exposure to death‐related information is attenuated when individuals believe that personal traits are malleable rather than fixed (Study 3). This research offers a new perspective on consumer preferences for digital goods. By identifying exposure to death‐related information as a contextual factor that diminishes consumer interest, our work provides valuable insights for both researchers and marketers.