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Terror Management Theory (TMT) research demonstrates that exposure to mortality salient (MS) content—reminders of death—can influence consumers to prefer high-status brands and effects of MS occur even when MS content is only peripherally present. Peripheral information in Web shopping may have a similar effect: people exposed to MS banner ads should choose high-status brands more often than people who are exposed to non-MS banner ads, especially when they are "banner blind" (i.e., when they do not consciously reg...