Religiosity and consumer belonging: Influences on product evaluations

Abstract

Consumers have a fundamental need to belong. Prior research has examined the compensatory mechanisms that consumers use to restore belongingness when they have a low sense of belonging. However, research has yet to adequately understand the influence that having a high sense of belonging has on consumption behavior. Thus, three studies are conducted to address this gap in the literature, specifically examining religiosity as a source of consumers' high sense of belonging. Study 1A identifies that religiosity positively influences consumers' sense of belonging and corresponding product evaluations because belongingness creates a positive affect state. This affect then incidentally transfers a positive halo effect to product evaluations. Study 1B replicates the sequential mediation from Study 1A but only for those products that are value expressive. Studies 2 and 3 then better isolate these effects by priming religion (Study 2) as well as general social acceptance and rejection (Study 3). Findings reveal that only religion and acceptance primes influence consumers' sense of belonging and product evaluations. Discussion builds on need‐to‐belong theory and implications for marketing practice are discussed.

Religiosity versus profit-loss sharing: how Islamic banks brand fidelity influence the Muslim consumers’ commitment

“…Hence, it also verifies the role of religion to bridge people’s minds and economic and social values. This study confirmed preliminary studies that religion is still an essential key point among people to adopt a product and service rather than materialism (Minton and Liu, 2020; Nugraha and Widyaningsih, 2021; Zakaria, et al , 2021). However, religiosity is less significant than materialism to influence the people to adopt a product that complies with the religious brand in India (Islam and Chandrasekaran, 2019), Indonesia (Junaidi et al , 2021) and Malaysia (Jan and Shafiq, 2021).…”

“…Commitment has an important role in describing the association between customers and companies toward specific products and services (Islam and Rahman, 2017; Keiningham et al , 2015; Minton and Liu, 2020; Tabrani et al , 2018). It occurred toward two essential dimensions: religiosity and psychology (Abalkhail, 2021; Keiningham et al , 2015).…”

Inauthentic inclusion: Exploring how intention to use AI‐generated diverse models can backfire

“…Consequently, minority consumer groups may question their sense of belonging to the environment or brand within which they experience the threat (Cheryan et al, 2009; Georgeac & Rattan, 2023; Rattan et al, 2018). A low sense of belonging may negatively impact engagement with brands (Cheung & Lee, 2012), participation in brand communities (Zhao et al, 2012), product evaluations (Minton & Liu, 2021), satisfaction (Hahm et al, 2018), likelihood to spread electronic word‐of ‐mouth (Chu et al, 2019), and purchase intentions (Schultz et al, 2022).…”

Does religiosity matter for vice product consumption among Chinese individuals?

“…Although vice product industries are among the most profitable businesses in the world, marketing research on vice product consumption has yet to grow compared to research on common consumer goods (see Minton & Liu, 2020). Our review of current literature found that there is significantly fewer research on vice products (both substance and behavioural vice) compared to common consumer goods in the marketing literature; even fewer (studies) examine the religious impact on vice product consumption versus common consumer goods.…”

“…In fact, previous studies have investigated how religiosity can influence consumer behaviours and their consumption choices (e.g., Casabayó et al., 2020; Coşgel & Minkler, 2004; Elhoushy & Jang, 2020; Wang & Wong, 2020); consistent findings have emerged over time (Lam, 2006; Nonnemaker et al., 2006; Shaharudin et al., 2010). For example, religion influences a sense of belonging and consumer product evaluations (Minton & Geiger‐Oneto, 2020; Minton & Liu, 2020; Wang & Wong, 2020). Higher religiosity is associated with higher brand loyalty and more conservative purchase decisions (Delener, 1990; Essoo & Dibb, 2004; Tang & Li, 2015).…”