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This research explores the macro-level influences of religion on the marketplace by showing how religion influences beliefs of dominion and stewardship, which subsequently influence marketplace attitudes and sustainable behavior. A survey of 1,101 adults was conducted, with results showing religious individuals express greater beliefs of dominion while non-religious individuals express greater beliefs of stewardship. Stewardship beliefs in turn positively influence one’s tendency to engage in sustainable behavior, while dominion does not. These beliefs also mediate the relationship between religiosity and behavior, though the effects of dominion are negative and weaker than those of stewardship. We also provide insight into whom consumers hold responsible for solving sustainability issues, with the non-religious placing responsibility on consumers and the religious placing responsibility on producers. We build off value-belief-norm and attribution theories to discuss how our findings contribute to sustainability in marketing systems and provide greater understanding of the intersection between religion and sustainability.

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Primes are pervasive in marketing. Despite frequent use in practice, there has yet to be a framework to categorize priming techniques that is inclusive of measurement challenges and methods for administering primes as well as provides insight for researchers on how to think about and construct research using priming. Prior researchers have provided reviews of priming research, which have set the stage for discussions of priming theories and challenges of using primes in survey research. We build from their review and contribute in four ways by (i) reviewing priming theories rooted in both prospective and retrospective models of memory; (ii) developing a priming framework based on the ABC model of attitudes (affective, behavioral, and cognitive priming) that incorporates lexical priming, priming fluency effects, and methods for administering primes; (iii) addressing priming challenges including discrepancies between the priming method and measurement method; and (iv) positing the influence of personal characteristics on priming, such as the role of skepticism in assimilation and contrast effects. The final model is offered and elaborated upon as a guide for future research. PRIMING THEORYTheories of priming can be classified into two main groups: (i) prospective priming and (ii) retrospective priming theories 314 E. A. Minton et al. Note:Study selection includes two studies each from affective, behavioral, and cognitive priming, leading to six selected studies reviewed here.