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This experimental study examines the effect of mortality salience (i.e., reminders about death) on regulatory motivations and product attribute preferences. More specifically, it focuses on the existence of two independent motivational mechanisms in response to mortality salience: approach versus avoidance. Results confirm the existence of both mechanisms and show that the intensity of reminders about death arouses distinct preferences for prevention products versus promotion products, and that regulatory strategies, i.e. avoidance versus approach, play a mediator role in this effect.