The Effects of Symbol Product Relevance and Religiosity on Consumer Perceptions of Christian Symbols in Advertising

Henley, Walter H.; Philhours, Melodie J.; Ranganathan, Sampath Kumar; Bush, Alan J.

doi:10.1080/10641734.2009.10505259

Cited by 42 publications

(58 citation statements)

References 30 publications

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“…However, the potential benefits of using religion, religiosity, and religious symbols cannot be swept aside. More research is called for to examine types of religious symbols used (Dotson & Hyatt, ), fit between the cause and the symbol (Henley et al, ), and target audience as well as congruency issues. Many studies have shown how different levels of congruency have varied effects on advertising outcome measures.…”

Section: Discussionmentioning

confidence: 99%

“…For example, Gueguen, Bougeard‐Delfosse and Jacob () demonstrated how religious symbols could encourage people to sign up to donate organs simply from the symbolism of a person wearing or not wearing a cross when asking for participation. In an advertisement, using the word “Christian,” Henley et al () were able to garner more favorable attitudes and purchase intentions, than when the Christian word was not present. However, the impact of using religion in an advertisement depends on how relevant the product is to the symbol (Henley et al, ) as well as one’s level of religiosity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In an advertisement, using the word “Christian,” Henley et al () were able to garner more favorable attitudes and purchase intentions, than when the Christian word was not present. However, the impact of using religion in an advertisement depends on how relevant the product is to the symbol (Henley et al, ) as well as one’s level of religiosity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Christianity is one of the largest followed religions in the United States with 70.6% of Americans belonging to a Christian denomination (Pew Research Center, 2015). The impact of Christian symbols on consumer attitudes and purchase behavior has been studied in the past (e.g., Henley, Philhours, Ranganathan, & Bush, 2009) and employing Hindu symbols in India have demonstrated positive bystander behavior (Muralidharan, La Ferle, & Pookulangara, 2017). However, the influence of Christian symbols on pro-social behavior encouraging bystander intervention when confronted with cyberbullying is a new area to examine and one with significant value to society.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying

Muralidharan

Ferle

2018

Int J Consumer Studies

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Cyberbullying in the digital sphere has impacted individuals of all age groups. Recent findings indicate an increase in suicidal tendencies among victims. An opportunity to prevent cyberbullying exists in the actions of bystanders. The current study proposes the possible impact of religion (Christianity) in motivating bystanders to aid victims of abuse. Using an experimental design, the research explored the interplay of individual religiosity and religious symbolism on American bystanders’ ad attitudes and intentions to call a helpline. Findings indicate a congruency effect for low religiosity individuals between the control and religious ads. High religiosity individuals liked both ads equally well, but within the religious ad, again a congruency effect appeared where highly religious individuals found the religious ad significantly more appealing than low religious individuals. Theoretical and practical implications are discussed.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying

Muralidharan

Ferle

2018

Int J Consumer Studies

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“…Dotson and Hyatt () showed that the use of Christian religious symbols in an ad helped those people who are highly involved with the product and highly religious to generate favourable brand attitudes and purchase intentions. Similarly, Henley et al () found that if the relationship between a product and a Christian religious symbol was relevant, then it led to positive advertising attitudes and purchase intentions. Previous literature on advertising has explored the impact of such religious symbols on purchase intention (Dotson & Hyatt, ; Henley et al, ) but studies on the impact of Muslim religious values on green purchase behaviour of Muslim consumers is comparatively limited.…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

Impact of religious values and habit on an extended green purchase behaviour model

Ghazali

Mutum

Ariswibowo

2018

Int J Consumer Studies

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Green purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.

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Impact of various types of provocative advertisements on brand recall and attention engagement: Pilot study report

Kilijanek

Ozga

2022

Applied Cognitive Psychology

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The study's main goal was to investigate the impact of various types of shocking content of provocative advertisements on brand recall and visual attention engagement.The experiment used the eye-tracker (iViewX RED500) to record the eye movements. Forty-one participants were divided into two groups. Provocative (drastic, religious, and erotic) advertisements were presented experimental group while the control group was shown modified illustrations without provocative content. The study revealed that the average fixation time and fixation counts on erotic element were significantly higher in provocative advertisements than in their non-provocative equivalents. Average fixations time on the brand was significantly greater in nonprovocative advertisements than in erotic versions of these ads. It was found that the shocking element and brand were better remembered in provocative advertisements containing religious content than in their non-provocative equivalents. In contrast, these elements were less remembered in advertisements containing drastic content than in their non-provocative equivalents.

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The Effects of Symbol Product Relevance and Religiosity on Consumer Perceptions of Christian Symbols in Advertising

Cited by 42 publications

References 30 publications

Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying

Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying

Impact of religious values and habit on an extended green purchase behaviour model

Impact of various types of provocative advertisements on brand recall and attention engagement: Pilot study report

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