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Prior research shows that highly religious consumers are more stable through times of uncertainty, in part due to religious support networks. However, several situations (e.g., pandemics, epidemics, natural disasters, mass shootings) represent unique changes where routine large gatherings are restricted due to uncertainty. In such situations, highly religious consumers may experience the greatest disruption to life, potentially resulting in stability-seeking consumption behaviors. Three studies test and confirm this relationship in the coronavirus pandemic context. Specifically, study 1 shows that priming awareness of restricted in-person religious gatherings increases consumption in comparison to a general religious prime or control condition. Study 2 confirms that consumers with higher (lower) levels of religiosity are the most (least) likely to increase consumption, and that situational concern and stability found through purchasing sequentially mediate this relationship. Study 3 provides practical implications revealing that stability-based messaging reduces consumption in comparison to standard social distancing messaging.

Religiosity’s influence on stability-seeking consumption during times of great uncertainty: the case of the coronavirus pandemic