Consumer Responses to Christian Religious Symbols in Advertising

Self‐control is regularly studied in the marketing literature in relation to spending and food consumption; however, little research has assessed trait characteristics that influence consumers' self‐control. Although prior research in other fields has shown a generally positive relationship between religiosity and self‐control, such research has often used poor measures of religiosity and has inadequately examined marketplace outcomes or factors underlying consumers' self‐controlled responses. Thus, the studies herein build on self‐regulation theory to address and extend from these limitations by examining the influence of religiosity, as a multidimensional construct (particularly affective and cognitive religiosity), on self‐control and resulting influences on marketplace behaviors. Findings reveal that priming affectively (cognitively) religious consumers leads to greater (lower) consumer self‐control with a religious message prime (Study 1) and religious writing task (Study 2). Additionally, findings show that psychological reactance is at the root of these responses (Study 3). Implications build on self‐regulation theory and the strength model of self‐control to show the importance of religiosity (particularly affective and cognitive religiosity), interactions with religious primes, and psychological reactance in understanding consumers' self‐control.

Section: Study 3: Process Underlying Primes and Affective Versus Cognmentioning

confidence: 99%

Affective and cognitive religiosity: Influences on consumer reactance and self‐control

Minton

2018

“…Second, spiritual development modifies consumers' identity, which leads to a shift in the orientation of their consumption, from ego satisfaction in early stages of spiritual development to an increasing sensitivity to the impact of their consumption on others in later stages (Ball et al , ; Hampton et al , ). Third, a market offering can be entrusted with a spiritual value that contributes to the overall consumption value as perceived by the consumer (Holbrook, ; Taylor et al , ). Finally, spiritual needs generate spiritual motives for consumption (Skousgaard, ).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

The spiritual benefits of travel for senior tourists

Moal-Ulvoas

Taylor

2014

Self Cite

This research explores the spiritual benefits of travel for older adults and illustrates how travel meets seniors' self‐actualization and spiritual growth needs. The theoretical point of departure for this research is seniors' quest for meaning and self‐actualization, which act as push factors inducing older adults to travel. Semistructured depth interviews were conducted with 16 retired senior informants who had extensive travel experience. Using an interpretive method, this research reveals four key themes that illustrate the spiritual benefits of travel, thereby extending the growing literature on the motivations of senior travelers. These themes are described as “traveling generates meaning for older adults,” “traveling reveals the self to older adults,” “traveling encourages older adults to better understand others,” and “traveling enables older adults to better understand their relationship to nature”. In sum, the themes describe how older adults may meet their unique spiritual needs through travel and thereby enhance their spiritual development. This research represents one of a few studies examining senior tourism to employ an interpretive method and provides rich insights as a result. This research also extends the emerging research on spirituality in marketing by illustrating how the tourism industry may benefit from a perspective that considers the spiritual benefits of consumption. The research findings suggest that the intangible spiritual benefits of travel, in addition to the tangible benefits, should be highlighted in travel offers and tourism communications targeted to older adults. Copyright © 2014 John Wiley & Sons, Ltd.

“…Christian religious leaders portrayed these changes as an achievement of commercialisation that would undermine the religious importance of Good Friday (Young, ). Observant Christian people claimed that buying tickets for entertainment or enjoying the accompanying retail offers would lead to the risk of losing another chance for quiet reflection (Young, ; Taylor et al ., )…”

Section: Introductionmentioning

confidence: 99%

Conceptualising the relationship between shopper religiosity, perceived risk and the role of moral potency

Baazeem

Mortimer

Neale

2016

The primary aim of this paper is to conceptualise the influence of shopper religiosity on perceived risk and the moderating role of moral potency when purchasing religiously questionable products from retailers. An extensive review of extant literature was undertaken, drawing together the General Theory of Marketing Ethics and the concept of moral potency, in a retail context. A conceptual model is developed that provide the basis for future inquiry. The model elucidates the complex relationships between the dimensions of religiosity and social and psychological risk and then explains the moderating role of moral potency. The model offers a strong psychological explanation of how a shoppers' religion may increase their perceptions of risk in a purchase situation. The model also argues that risk perceptions may be heightened (or lessened) as a result of the shoppers' personal responsibility, confidence and courage. Retail managers may choose to implement this model in order to better predict shopper adoption behaviour of new religiously questionable products. The model allows for future empirical examinations across multiple shopping contexts and may be employed to estimate levels' demand for new products based on the extent of religiosity, moral potency and risk. The role of religion within retailing and shopping behaviour is emergent. Extant retailing literature has previously overlooked the role of religion as an antecedent to risk and the role of moral potency in moderating that relationship. This is the first paper to highlight these gaps and propose a testable model. Copyright © 2016 John Wiley & Sons, Ltd.