消费者常置身于死亡信息背景下进行决策或购买行为。本文基于新起点思维的视角，通过三个实验考察了死亡威胁对消费者耐心的影响。实验一发现，在个体具有较高的新起点思维时，死亡威胁会增强消费者耐心；而在个体具有较低的新起点思维时，死亡威胁会削弱消费者耐心。实验二揭示了潜在的中间机制，即死亡威胁与新起点思维对消费者耐心的交互影响通过未来时间洞察力这一中介来实现。在实验三中，我们识别了催促线索是该影响过程中的有效边界条件，在给予催促线索的情况下，死亡威胁与新起点思维的交互影响不复存在。本文不仅丰富了死亡威胁、时间洞察力等方面的理论研究，同时也为企业或相关管理主体如何增强消费者耐心提供了具有借鉴价值的管理启示。

Mortality cues are ubiquitous in human life. Mortality cues have important influences on consumers’ decision-making. This research proposes that mortality salience ( MS) leads individuals to engage in differentiation of consumer patience based on their fresh start mindset ( FSM). Fresh Start Mindset (FSM) is the belief that people can make a new start, start a new journey, as well as start a new chapter regardless of their past or current situation. Based on terror management theory (TMT) , this research focuses on the impact of mortality salience on consumer patience and explores its underlying psychological mechanism (i. e. future time perspective, FTP). Our research adds to the literature in several ways. On the one hand, we contribute to the extant literature on terror management theory. We take a new perspective on this factor (i. e. fresh start mindset) to identify one important boundary condition for mortality salience effects on consumer patience. On the other hand, at a deeper level, we extend the psychology literature by establishing the underlying mechanism (i. e. the temporal perspective) by which consumers become more patient in the face of mortality salience. This research also provides some useful implications for enterprise managers and hospice care providers. Theoretical, practical implications, as well as avenues for future research with regards to our findings are discussed.