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Religiosity, monitoring and consumer self‐control
Author(s) -
Minton Elizabeth A.
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.12451
Subject(s) - religiosity , self monitoring , psychology , social psychology , priming (agriculture) , control (management) , self control , perceived control , consumption (sociology) , parental monitoring , developmental psychology , sociology , computer science , social science , botany , germination , artificial intelligence , biology
The studies herein build on the monitoring model of self‐control to examine how consumers’ religiosity influences their perceived monitoring by self, others, and God, and then how this monitoring influences consumption behavior in situations with surplus versus depleted self‐control resources. Study 1 finds that consumers higher in religiosity whose self‐control resources have been depleted (not depleted) report greater (lesser) self‐monitoring for behaviors that are deemed as high (low) in regulation importance. The opposite pattern of effects was observed for consumers lower in religiosity (or not at all religious). Additionally, self‐monitoring (but not monitoring by others or by God) mediates this relationship. Study 2 results show that religiosity's relationship with consumers’ self‐controlled behaviors is moderated by priming monitoring by self or others (but not monitoring by God) as well as self‐control depletion. These results provide novel insight that monitoring by God may not be influential, regardless of depletion level, and as a result likely should not be integrated into marketer tactics desiring to increase consumers’ self‐controlled behaviors.