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Title: Religiosity and consumer behavior: a summarizing review
Authors: Agarwala, Ridhi
Mishra, Prashant
Singh, Ramendra
Keywords: Consumer psychology
Religious beliefs
Religious community
Religious values
Issue Date: 2019
Publisher: SCOPUS
Journal of Management, Spirituality and Religion
Series/Report no.: 16(1)
Abstract: This article is a summarizing review on religiosity and consumer behavior. Review findings from marketing literature indicate that religiosity influences consumer outcomes like materialism, intolerance, ethics, and risk aversion. It also impacts consumer attitude toward religious products and economic shopping behavior. A conceptual framework is presented to depict how certain dimensions of religion can explain the psychological mechanisms underlying these effects. Specifically, we propose prayer (religious rituals), religious exclusivism and divine retribution (religious beliefs), frugality (religious values) and religious community involvement and religious identity (religious community) as possible antecedents that drive the previously established differences in consumer behavior. For each of these antecedents, we offer definitions and integrate research findings from psychology, religion and marketing to build testable propositions. This essay complements preceding work and at the same time expands and broadens it by developing theory regarding the causal linkages between religiosity and consumer outcomes. © 2018, © 2018 Association of Management, Spirituality & Religion.
Description: Agarwala, Ridhi, Indian Institute of Management Calcutta, Kolkata, West Bengal, India; Mishra, Prashant, Indian Institute of Management Calcutta, Kolkata, West Bengal, India; Singh, Ramendra Kumar, Indian Institute of Management Calcutta, Kolkata, West Bengal, India
ISSN/ISBN - 14766086
DOI - 10.1080/14766086.2018.1495098
Appears in Collections:Marketing

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