International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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Influence of Terror Management Theory in Consumer Purchase Decision-Making: A Conceptual Analysis Using Secondary Data

Author(s) Mr. Anis Chattopadhyay, Prof. Dr. Sujit Mukherjee
Country India
Abstract Terror Management Theory (TMT) provides a psychological explanation for how individuals cope with the awareness of mortality. The theory proposes that humans manage existential anxiety by reinforcing cultural worldviews and maintaining self-esteem. In modern consumer societies, consumption patterns and brand preferences often reflect symbolic meanings associated with identity, security, and social belonging. This study aims to establish the influence of Terror Management Theory on consumer purchase decisions through conceptual models using secondary data sources. The research synthesizes findings from previous literature in psychology, marketing, and consumer behaviour to develop theoretical frameworks linking mortality salience, cultural worldview, self-esteem, advertising symbolism, and purchase decisions. The findings suggest that advertising and branding strategies often utilize symbolic narratives such as health protection, cultural identity, prestige, and social belonging to appeal to consumers’ psychological needs. These symbolic messages indirectly activate mechanisms described in Terror Management Theory and influence consumer behaviour. The study concludes that TMT offers an important interdisciplinary framework for understanding symbolic consumption, advertising effectiveness, and modern marketing strategies.
Keywords Terror Management Theory, consumer behaviour, symbolic consumption, advertising psychology, cultural worldview, self-esteem.
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-19
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.71988
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E-ISSN 2582-2160
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