How religiosity influences the consumption of luxury goods: exploration of the moral halo effect

Abstract

Purpose The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products. Design/methodology/approach The study uses three experimental studies to investigate this relationship. Findings Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed. Research limitations/implications The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems. Practical implications Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands. Originality/value While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.

The interactive effects of religiosity and recognition in increasing donation

“…Third, the present study used the religiosity scale from Allport and Ross (1967). Some researchers have suggested the scale may not be the most representative for all forms of religious affiliation or non-affiliation (Geiger-Oneto and Minton, 2019). Accordingly, future research could examine the relationship between religiosity and prosocial behavior using different religiosity measures (Minton’s (2015) affective, cognitive and behavioral dimensions of religiosity).…”

Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

“…Traditionally, consumer researchers have linked the use of luxury brands as symbols of wealth and social status by the upper class (Veblen, 1899), or indicators of one's personal or social identity (Ahuja, Galletta, & Carley, 2003; Geiger‐Oneto, Gelb, Walker, & Hess, 2013). Research has focused almost exclusively on the acquisition and use of luxury goods, thereby neglecting what happens when consumers are ready to dispose of their luxury items (Geiger‐Oneto & Minton, 2019; Turunen & Leipämaa‐Leskinen, 2015). Early research on product disposal describes four disposal choices consumers face: keeping the product, throwing it away, selling/swapping it, or giving it away (Harrell & McConocha, 1992).…”

“…Religion serves as a source of core values for over 80% of consumers worldwide (Hackett & McClendon, 2017), with prior research showing consistent influences of such religious values on consumption behavior (cf., Arli & Pekerti, 2017; Baazeem, Mortimer, & Neale, 2016; Casidy & Arli, 2018; Geiger‐Oneto & Minton, 2019; Minton, 2018; Minton et al, 2016; Moschis & Ong, 2011; G. R. T. White, Samuel, Zhou, Razak, & Thomas, 2018; Zwick & Chelariu, 2006). This relationship fits with belief congruence theory, which establishes that consumers seek to act in ways that align with their core values and beliefs (Rokeach, 1960; Rokeach & Rothman, 1965).…”

“…Therefore, extrinsic religiosity may be correlated with luxury consumption and disposal behaviors (in comparison to the prior research in this area that examines non‐status‐based contexts), because extrinsic religiosity is inherently identity‐related (Saroglou, 2002), similar to the consumption of luxury goods. In other words, extrinsically religious consumers participate in religious activities for social benefits (for show), which should similarly be connected with luxury consumption that is also often tied to social acceptance motivations (Geiger‐Oneto et al, 2013; Geiger‐Oneto & Minton, 2019; Vigneron & Johnson, 1999).…”

Religion and informational influence: Evidence from individual tax behavior in the U.S.

“…Among the key topics studied by prior research are price consciousness (Sood and Nasu, 1995), grocery spending (Kurt et al ., 2018), and food consumption (Minton et al ., 2020). There has also been a significant interest in understanding how religious beliefs (e.g., “All wealth belongs to God”) influence outcomes in the domains of consumer materialism (e.g., Belk, 1983; Pace, 2013; Leary et al ., 2016), consumer ethics (e.g., Vitell et al ., 2005; Sandikci, 2021), and luxury consumption (e.g., Geiger‐Oneto and Minton, 2019).…”