Most of us are scared by the mere thought of our lethal fate and even if wetry not to think about it, our mortality comes to mind more or less frequentlyand conflicts with our instinct for self-preservation and self-determination. Inresponse to this, humans have developed several cognitive and behavioralstrategies for the management of this existential problem. The present bookaddresses this human dilemma and its consequences, and further looks toexamine how existential fears influence our day-to-day consumer behavior.According to Terror Management Theory, people may overcome theirfundamental fears by establishing a shared cultural protection system thatprovides their world with meaning, order, and stability. Since consumerproducts and brands may be seen as significant parts of our (consumer)culture, it is empirically investigated whether and under what circumstancescommodities can act as symbols that provide meaning by signifying ourculture, worldviews, and identity and whether and why they are used by usas a means of ameliorating our existential fears. This book mainly targetsconsumer behavior researchers as well as marketing, branding, andadvertising executives.