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Affect as a driver to religious‐based consumer boycotts: Evidence from qualitative and quantitative research in the United States
Author(s) -
Kalliny Morris,
Minton Elizabeth A.,
Benmamoun Mamoun
Publication year - 2018
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12450
Subject(s) - attribution , consumption (sociology) , affect (linguistics) , value (mathematics) , marketing , focus group , consumer behaviour , social psychology , public relations , qualitative research , regulatory focus theory , psychology , political science , advertising , sociology , business , social science , communication , machine learning , computer science , creativity
While a fair amount of research has examined consumer boycotts, prior research has yet to adequately examine the interaction of religious boycotts and backing by religious leaders influence consumption behavior, particularly in locations where there is a separation of church and state (a novel contribution that our paper addresses). Through a focus group and an experimental study, this research examines how boycotts that are encouraged by religious leaders versus those that are not influence consumption. Specifically, the focus groups show that refutational defenses and supportive defenses induce participation. The experimental study finds that participation in religiously motivated boycotts is greater for consumers that are more religious and when backed by religious leader support. Additionally, negative attitudes toward a business mediate this relationship. Discussion builds on the literature on consumer boycotts, inoculation theory, and value attribution theory as well as provides implications for marketing practitioners.