Motivating sustainable behaviors: The role of religiosity in a <scp>cross‐cultural</scp> context

Kaplan, Begum; Iyer, Easwar S.

doi:10.1111/joca.12376

Cited by 13 publications

(9 citation statements)

References 76 publications

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“…Relatedly, given that our research leveraged attitudinal and affective dependent measures, future work should study consumer behavioral intentions and actual behaviors to ensure that the observed effects generalize to such outcomes. Additionally, we focused our research on religiosity given elements of trust across religious affiliations, but it may be interesting to replicate our findings in other countries and with samples of different religious backgrounds given that previous research has found that the influence of religiosity on consumption behavior can show differences based on cultural values (Kaplan & Iyer, 2021).…”

Section: Discussionmentioning

confidence: 94%

The influence of religiosity on consumers' evaluations of brands using artificial intelligence

Minton

Kaplan

Cabano

2022

Psychology and Marketing

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Prior research is limited that examines how consumers respond to artificial intelligence (AI) used by businesses and in marketing. Specifically, more research is needed that explores which consumers are more likely to support AI use in marketing as well as why this occurs to develop targeted marketing campaigns toward these consumers. Through three studies, our research addresses these gaps by testing the role of religiosity on AI evaluations. Study 1 shows that religiosity positively influences perceptions of AI in marketing, which is mediated by greater trust in AI. Study 2 primes religiosity to demonstrate the causality of the effects, showing that consumers exposed to a religiosity prime more positively evaluate companies and their employees when AI is used. Study 3 then better confirms the underlying mechanisms of these effects using a virtual conversational agent context by showing that higher religiosity consumers are more trusting of the unseen, which leads to greater trust of a company, and ultimately positively influences evaluations of companies using AI. We contribute to belief congruence theory in identifying the role of trust (specifically trust in the unseen related to AI) in the belief-behavior relationship. We also identify how marketers can use religious cues to increase trust in AI in marketing.

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Section: Discussionmentioning

confidence: 94%

The influence of religiosity on consumers' evaluations of brands using artificial intelligence

Minton

Kaplan

Cabano

2022

Psychology and Marketing

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“…In order to create effective food policy, the citizens must be willing to “co‐create” and become active consumers working toward better well‐being (Kapetanaki et al, 2021). Research lso suggests that food policy that builds healthier lifestyles is contingent on a culture and the citizens that interact in it working toward this goal together (Kaplan & Iyer, 2021). A eudaimonic approach to food well‐being thus recognizes the multiple influences on food preparation and ingestion going beyond gustatory (hedonic) pleasure.…”

Section: Literature Review and Conceptual Frameworkmentioning

confidence: 99%

“…Research lso suggests that food policy that builds healthier lifestyles is contingent on a culture and the citizens that interact in it working toward this goal together (Kaplan & Iyer, 2021). A eudaimonic approach to food well-being thus recognizes the multiple influences on food preparation and ingestion going beyond gustatory (hedonic) pleasure.…”

Section: Food Well-being and Eudaimoniamentioning

confidence: 99%

Treat yourself: Food delivery apps and the interplay between justification for use and food well‐being

Capito

2023

Journal of Consumer Affairs

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This study examines the relationship between justification for use and well‐being in respect to mobile food delivery apps (FDA). Adopting an interpretivist qualitative approach, the study offers contributions to the FDA and food well‐being literature by uncovering four groups of licensing effects that consumers use in justifying FDA use. Those licensing effects can have either positive or negative influence on consumers' well‐being depending on the degree to which consumers engage in self‐regulation, awareness, and conscious managing of their relationship with food. The study also unravels the importance of dealing with the tensions between FDA use and well‐being by shedding light on feelings of guilt and financial anxiety related to FDA use.

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“…Unlike nature which tends to evoke awe due to vastness, religious texts refer to God's vastness and the inability of humans to understand God, suggesting that awe of God incorporates both vastness and need for accommodation. Religion has been associated with increased prosocial behavior (Norenzayan & Shariff, 2008; Wilson, 2010) and prior research in the fields of marketing and psychology find positive effects of religious feelings and attachment to God on pro‐environmental behavior (e.g., Gifford & Nilsson, 2014; Kaplan & Iyer, 2021). Keltner and Haidt (2003) find a strong association for the relationship between humans, their gods, and feelings of awe.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Shades of awe: The role of awe in consumers' pro‐environmental behavior

Kaplan

Miller

Iyer

2023

J of Consumer Behaviour

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Climate change is a critical issue right now. Despite substantial work in academia examining this issue, more solutions are needed to encourage consumers to engage in more pro‐environmental behavior. In the current research, we explore the ability of awe, a unique and powerful self‐transcendent emotion, to motivate pro‐environmental behavior and green consumption. Using different methods to induce awe and assess the effect of awe on consumers' pro‐environmental behavior, we conducted three experimental studies. Across our studies, our results show that when consumers feel awe, they are more likely to engage in pro‐environmental behavior and consumption. Further, we distinguish among three kinds of awe (awe of nature, awe of God, and awe from man‐made wonders) and show that awe arising from nature and from God increases pro‐environmental behavior more than awe from man‐made wonders. In addition, a series of mediation analyses show that the effects distinguishing different sources of awe are best accounted for by different mediators rather than one common mediator; specifically these relationships are mediated by consumers' feelings of small self (i.e., diminished self‐concept) and their level of spirituality, respectively. Implications for how marketers and practitioners can best utilize the power of awe for encouraging pro‐environmental behavior are discussed.

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Motivating sustainable behaviors: The role of religiosity in a cross‐cultural context

Cited by 13 publications

References 76 publications

The influence of religiosity on consumers' evaluations of brands using artificial intelligence

The influence of religiosity on consumers' evaluations of brands using artificial intelligence

Treat yourself: Food delivery apps and the interplay between justification for use and food well‐being

Shades of awe: The role of awe in consumers' pro‐environmental behavior

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