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The effects of religion on consumer behavior: A conceptual framework and research agenda
Author(s) -
Mathras Daniele,
Cohen Adam B.,
Mandel Naomi,
Mick David Glen
Publication year - 2016
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2015.08.001
Subject(s) - religiosity , consumer behaviour , conceptual framework , construct (python library) , dimension (graph theory) , psychology , intersection (aeronautics) , social psychology , consumer research , sociology , marketing , social science , computer science , mathematics , pure mathematics , engineering , business , programming language , aerospace engineering
This article provides a conceptual framework for studying the effects of religion on consumer behavior, with the goal of stimulating future research at the intersection of these two topics. We delineate religion as a multidimensional construct and propose that religion affects consumer psychology and behavior through four dimensions—beliefs, rituals, values, and community. For each dimension of religion, we offer definitions and measures, integrate previous findings from research in the psychology, consumer behavior, marketing, and religion literatures, and propose testable future research directions. With this conceptual framework and research agenda, we challenge consumer researchers to ask deeper questions about why religious affiliation and level of religiosity may be driving previously established differences in consumer behavior, and to uncover the psychological mechanisms underlying the effects. This framework complements and extends previous literature and provides a new delineated framework for considering research on the effects of religion on consumer behavior.