Where the Dimensions of Religion and Mass Media Social Marketing Campaigns Intersect

Esch, Patrick van; Heidt, Tania von der; Neck, Philip A.; Esch, Linda Jean van

doi:10.5539/ass.v11n12p103

Cited by 3 publications

(2 citation statements)

References 25 publications

(12 reference statements)

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“…The use of archetypes is well documented in the literature in relation to marketing concepts that cover consumer advertising, brand building and brand messaging. Unfortunately, the efficacy of archetypes in social marketing campaigns in the literature is extremely limited, if any, and considering their success in marketing branding, should be emulated to highlight their potentially powerful impact to drive mass voluntary behavior change (van Esch et al, 2015).…”

Section: Proposition 4: Jungian Archetypes Should Be Used In Social Mmentioning

confidence: 99%

Religious Cognition in Social Marketing Campaigns: Savior or Pariah?

Esch¹,

Teufel²,

Geisler³

et al. 2016

RES

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Religious cognition is regarded as a major influencing factor in popular culture, helping shape individual attitudes and decisions regarding food choice, personal associations and social interactions. Social marketing campaigns derive from marketing and social science and are used to influence positive behaviour change through different types of communication methods. A substantial body of literature exists on both religious cognition and social marketing campaigns, yet the literature on where the two phenomena intersect is limited. Religious cognition is empirically proven as a predictor of positive healthy behavior. However, these elements receive minimal attention from social marketing researchers and practitioners. A review of the existing literature is provided with compelling evidence that religious cognition would positively influence behavior change when more congruent with social marketing campaigns. Knowledge gaps are identified and four propositions recommended for future research.

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Section: Proposition 4: Jungian Archetypes Should Be Used In Social Mmentioning

confidence: 99%

Religious Cognition in Social Marketing Campaigns: Savior or Pariah?

Esch¹,

Teufel²,

Geisler³

et al. 2016

RES

View full text Add to dashboard Cite

show abstract

“…Politically conservative people tend to appreciate religious advertising featuring brand‐as‐a‐servant messages instead of brand‐as‐a‐partner , whereas liberals are indifferent toward brand anthropomorphism. This interaction is driven by the level of alignment between the advertised consumer‐brand hierarchical relationships and their internal beliefs in religion, and more importantly, consumers' individual differences in their need for such alignment (van Esch, 2015; van Esch et al, 2015, 2017). In other words, politically conservative (vs. liberal) consumers have a greater need for conformity.…”

Section: Introductionmentioning

confidence: 99%

Anthropomorphizing religious advertising: The moderating role of political ideology

Esch

Cui

Arli

et al. 2022

Psychology and Marketing

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We examine the anthropomorphism of brands as either a servant or a partner in religious advertising. Across five studies, we demonstrate that the impact of such anthropomorphism depends on consumers' political ideology. When exposed to religious advertisements (vs. nonreligious advertisements; Studies 1B and 1C), politically conservative consumers are more favorable toward brand-as-a-servant anthropomorphism (Study 1), which arises from greater state-based compassion (Study 2). However, this conditional preference for servant anthropomorphism only occurs for less religious consumers (Study 3). This study informs marketers regarding optimizing the effectiveness of using anthropomorphic brand images in religious advertising predicated on political ideology-based segmentation strategies. The key takeaway is that portraying a brand as a servant is more appealing for conservative consumers who are less religious.

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Who Cares More About the Environment, Those with an Intrinsic, an Extrinsic, a Quest, or an Atheistic Religious Orientation?: Investigating the Effect of Religious Ad Appeals on Attitudes Toward the Environment

2022

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There is a consensus among scientists that climate change is an existing, growing, and human-made threat to our planet. The topic is a divisive issue worldwide, including among people of faith. Little research has focused on the relationship between (non)religious belief and climate change. Hence, in Studies 1 and 2, the authors explore the impact of religious/non-religious orientations: intrinsic (religion as an end in itself), extrinsic (religion as a means to an end), quest (a journey toward religious understanding), and non-religious orientation (i.e., atheistic) on consumer attitudes toward the environment, focusing on recycling advertisements with (non)religious cues. Further, in Study 3, we examine the underlying causal mechanism of environmental identity and the moderating effect of political views on consumers’ lack of belief in climate change. The results show that religious people are less committed to the environment and climate change and that atheism positively affects recycling and climate change identity. The findings offer practical implications in that advertising campaigns need to be endorsed by religious leaders and channeled within the confines of the religious institutions they represent.

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Where the Dimensions of Religion and Mass Media Social Marketing Campaigns Intersect

Cited by 3 publications

References 25 publications

Religious Cognition in Social Marketing Campaigns: Savior or Pariah?

Religious Cognition in Social Marketing Campaigns: Savior or Pariah?

Anthropomorphizing religious advertising: The moderating role of political ideology

Who Cares More About the Environment, Those with an Intrinsic, an Extrinsic, a Quest, or an Atheistic Religious Orientation?: Investigating the Effect of Religious Ad Appeals on Attitudes Toward the Environment

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