How natural disaster cues trigger interest in capability-oriented self-improvement products: the mediating mechanism of self-protection motivation

Purpose This research investigates how natural disaster cues influence consumer preferences for capability-oriented self-improvement products. Specifically, it examines the mediating role of self-protection motivation and the moderating effect of self-mastery in this relationship. Design/methodology/approach Three experimental studies were conducted with different manipulations of natural disaster cues (i.e. guided recall tasks, news articles paired with photographs and image stimuli) and diverse capability-oriented self-improvement products (i.e. a wealth management app, a learning website and an e-book titled communication skills). Findings Results across three studies demonstrate that exposure to natural disaster cues significantly increases preferences for capability-oriented self-improvement products. This effect is mediated by self-protection motivation. Furthermore, self-mastery moderates this mediating pathway: the indirect effect is stronger among consumers with high self-mastery than those with low self-mastery. Originality/value First, we extend disaster research by examining the impact of disaster cues on capability-oriented self-improvement product preferences. Second, we identify natural disaster cues as a new precursor of self-improvement product preferences. Third, beyond its established role in harm avoidance, we show self-protection motivation also drives proactive self-improvement. Fourth, we introduce self-mastery into consumer research on natural disaster cues.