Consumer Reactions to Retailer’s Religious Affiliation: Roles of Belief Congruence, Religiosity, and Cue Strength

Alhouti, Sarah; Musgrove, Carolyn Findley; Butler, Timothy; D’Souza, Giles

doi:10.1080/10696679.2015.980176

Cited by 30 publications

(30 citation statements)

References 33 publications

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“…In showing the relationship between religiosity and disposal method, as well as examining the role of identity fit as a mediator, this research builds on belief congruence theory (Rokeach, 1960; Rokeach & Rothman, 1965). Specifically, we show alongside other researchers (cf., Alhouti et al, 2015; Mathras et al, 2016; Teah et al, 2014) that religiosity influences consumption behavior, which is most likely occurring as consumers seek to act in ways that are consistent with their beliefs. What is most interesting and builds on belief congruence theory, is the ease in altering the influence of these beliefs on luxury disposal behavior through simple primes (e.g., the guilt or shame emotional primes used in Study 2).…”

Section: Discussionmentioning

confidence: 99%

“…Inclusive of these actions are behaviors that are identity‐relevant, such that consumers should desire to have their beliefs and values lived out through actions that establish their identity. For example, a religious consumer should seek ways to uphold their religious identity, which should encompass the consumer's behaviors in the marketplace, particularly on socially visible platforms such as social media (Alhouti, Musgrove, Butler, & D'Souza, 2015; Lindridge, 2005; Vitell et al, 2009).…”

Section: Mediating Influence Of Identity Fitmentioning

confidence: 99%

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Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

Minton

Geiger-Oneto

2020

J of Consumer Behaviour

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While extant research examines the consumption of luxury products, consumers' methods for disposing of such products have yet to be examined, particularly as to how values drive disposal decisions. Through three studies, this research examines the influence of religious values, as measured by religiosity, on sustainable disposal options for luxury goods. Specifically, Study 1 shows that extrinsically (intrinsically) religious consumers are more likely to throw away (donate) luxury products after use. Study 2 examines the moderating influence of emotions to show that intrinsically (extrinsically) religious consumers are more (less) likely to use sustainable methods of product disposal for luxury and non-luxury products alike after being primed to feel shame/guilt in comparison to a control condition. Study 3 uses mock social media ads for sustainable disposal programs by existing luxury brands to show that intrinsic religiosity (but not extrinsic religiosity) positively influences purchase intentions and brand attitudes toward brands offering disposal programs for their luxury goods. Additionally, Study 3 demonstrates that identity mediates this relationship. Findings build on belief-congruence theory.

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Section: Discussionmentioning

confidence: 99%

Section: Mediating Influence Of Identity Fitmentioning

confidence: 99%

Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

Minton

Geiger-Oneto

2020

J of Consumer Behaviour

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“…It is also important to highlight image and health as categories of study in restricted consumption caused by religious affiliation. As noted by Alhouti et al (2015), image and health are other categories that affect consumer behaviour, opening room to researching how these nonreligious, independent and socially involved categories influence consumer behaviour.…”

Section: Discussion and Con Clus I Onmentioning

confidence: 99%

“…A person of a certain religious denomination tends to derive experience or meaning based on said religious affiliation. In their study, Alhouti, Findley, Butler, and D'Souza () find that Jews are not very loyal to brands that are not Jewish, whereas those with Protestant affiliations reason less about the price than those with Catholic affiliation. This phenomenon suggests that individuals are born in a context in which “there is a religious tradition and, due to institutional influences, such as school, college, or the church that one attends, a person develops a religious identity or affiliation.…”

Section: Literature Reviewmentioning

confidence: 98%

Buying behaviour and symbolic consumption of food and alcoholic beverages among people with religious affiliations in Bogota, Colombia

Garay‐Quintero

Robayo-Pinzón

Berrío

2018

Int J Consumer Studies

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This paper aims to describe the buying behaviour of people with religious affiliations from the perspective of the symbolic consumption of food products and alcoholic beverages in Bogota. A qualitative methodology, with a non‐experimental and cross‐sectional design was applied. The technique used is an in‐depth interview with a “snowball” sampling technique. Participants, ranging from 20 to 30 years of age, were identified by the criteria from youth groups with a defined and internalized religious affiliation in their everyday lives. The findings include the description of a buying behaviour with significant restrictions, conditioned by the individuals’ religious affiliation or beliefs. Some habits, such as fasting and the importance of health and image regarding both food and alcoholic beverages, are listed as well as the type of symbolic consumption with religious community leaders teaching and recommending customs that are consistent with their doctrine.

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“…Individuals who hold religious beliefs and values with more conviction are said to have stronger religiosity, while those holding religious beliefs and values with less conviction are said to have lower religiosity. According to belief congruence theory (Alhouti et al, 2015;Rokeach & Rothman, 1965), people strive to behave in ways that are consistent with their religious values because not doing so produces cognitive dissonance and negative affect. We expect that consumers will also seek to act in ways that align with their religious beliefs when exposed to holiday messaging, due to such factors as holidays often having religious foundations (Belk et al, 1989) and religious consumers' trust in a divine being shown to also transfer to trust in advertising (Minton, 2015).…”

Section: Reli G I Os It Y Mark E Ting and B Elief Cong Ruen Ce Theorymentioning

confidence: 99%

Holiday advertising versus gift cards: Influence of religiosity on retailer evaluations

Taylor

Minton

2020

Int J Consumer Studies

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This research examines how consumers' religiosity influences response to marketing communication mediums that are viewed either actively (e.g., holiday gift cards that are actively sought out) versus passively (e.g., holiday ads that a consumer is passively exposed to). Using an experimental method, this research first shows that consumer religiosity positively influences retailer evaluations. Next, this research examines how an actively viewed marketing communication (using the context of holiday gift cards) versus a passively viewed marketing communication (using the context of holiday ads) influences consumers' evaluations of retailers and the explanatory mechanisms underlying those evaluations. Results show that consumers with higher extrinsic religiosity have higher pride in response to gift cards as opposed to ads, which leads to higher retailer evaluations. In contrast, consumers with higher intrinsic religiosity have lower guilt in response to gift cards as opposed to ads, which also leads to higher retailer evaluations. These findings are discussed in relation to the literature on pride and guilt and build off belief congruence theory. Additionally, implications for marketers and retailers are identified.

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Consumer Reactions to Retailer’s Religious Affiliation: Roles of Belief Congruence, Religiosity, and Cue Strength

Cited by 30 publications

References 33 publications

Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

Buying behaviour and symbolic consumption of food and alcoholic beverages among people with religious affiliations in Bogota, Colombia

Holiday advertising versus gift cards: Influence of religiosity on retailer evaluations

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