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Purpose – The purpose of this paper is to examine the impact of religious sect on the Lebanese consumer’s perception of controversial product advertisements. Design/methodology/approach – The study used a quantitative survey that was administered to a purposive representative sample of respondents from the two main Muslim sects in the country, namely, Sunni and Shiite Muslims. Findings – The results indicated significant differences in perceptions between Sunni and Shiite Muslims with regards to the offensiveness of the advertising of controversial products. Briefly, Sunni Muslims found the advertising of social and political as well as health and care products more offensive, whereas Shiite Muslims found the advertising of gender and sex-related products more offensive, and no significant difference in offensiveness perception between the two sects was found with regards to the advertising of addictive products. Research limitations/implications – Two main limitations faced the researchers: the fact that the respondents were not shown examples of offensive product advertisements; and that religiosity was not measured for the respondents, which could also be a factor in offensiveness perception. Practical implications – The study indicates that a consumer’s religious sect can play a determining role in how he/she perceives product advertisement, thus encouraging marketers to consider the differences between these sects while advertising to ensure no potential consumers are alienated. Originality/value – Although research has looked into the impact of religiosity and religion on the perception of offensive product advertisements, minimal research exists on the impact of religious sects on the perception of offensive product advertisement. The results of this study provide some insights into the consumer behavior differences between the two sects.

Gender plays a significant role in the way consumers behave; it also considerably affects the way they perceive and evaluate advertisements for controversial products. This paper examines the way that male and female Lebanese consumers perceive the advertisements for each of the following controversial product groups: (a) sex and gender products, (b) social and political products, (c) addictive products, and lastly, (d) health- and care-related products. Data was collected through a phone survey administered to a random stratified sample drawn from the Lebanese population based on geographical conglomerates. The survey involved 527 Lebanese consumers, with a fair representation of gender, education levels, and age groups. A principal component analysis allowed the grouping of 17 controversial products into four groups. Statistical results show that gender plays a major role in shaping customers’ perception of advertisements for controversial products, with female respondents showing significantly greater levels of offense with regards to the advertising for sex- and gender-related products, social and political products, and addictive products when compared to their male counterparts. Results also indicate that both male and female customers find the advertising of health- and care-related products not to be offensive. The findings of this study provide advertisers with a deeper understanding of the influence of a customer’s gender on the perception of controversial products and their advertisements, hence facilitating the adequate choice of advertising messages and strategies.

ACKNOWLEDGMENTSFinally, special thanks also go to those who were present with their support and unending belief in me even when my own self-belief faltered.vi The influence of religion on the assessment of advertisements: the case of the Lebanese consumer Lamis El Samad ABSTRACTReligion plays a significant role in the way consumers perceive the advertising of controversial products. Religiosity, or the intensity of one's religious beliefs, also plays a major part in establishing how consumers perceive product advertisements. A survey was completed by a representative sample of the Lebanese population consisting of 527 consumers from the two main religions in the country. The results indicated significant differences in perceptions between Muslims and Christians, Sunnis and Shiites, and highly religious versus less religious respondents with regards to the offensiveness of the advertising of controversial products. These results have significant implications on both advertisers and marketing managers aiming to expand their field of business in the Middle East as well as in other international regions where religion plays an integral role in the society.