The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda

Journal of Consumer Psychology, April 2016

49 Pages Posted: 9 Jun 2016

See all articles by Daniele Mathras

Daniele Mathras

Northeastern University

Adam H. Cohen

Arizona State University (ASU)

Naomi Mandel

Arizona State University (ASU) - Marketing Department

David Glen Mick

University of Virginia - McIntire School of Commerce

Date Written: April 1, 2016

Abstract

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. Here, 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, more delineated framework for considering research on the effects of religion on consumer behavior.

Keywords: religion, beliefs, rituals, values, community, conceptual framework

Suggested Citation

Mathras, Daniele and Cohen, Adam H. and Mandel, Naomi and Mick, David Glen, The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda (April 1, 2016). Journal of Consumer Psychology, April 2016. Available at SSRN: https://ssrn.com/abstract=2787454

Daniele Mathras

Northeastern University ( email )

220 B RP
Boston, MA 02115
United States

Adam H. Cohen

Arizona State University (ASU)

Farmer Building 440G PO Box 872011
Tempe, AZ 85287
United States

Naomi Mandel (Contact Author)

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States

David Glen Mick

University of Virginia - McIntire School of Commerce ( email )

P.O. Box 400173
Charlottesville, VA 22904-4173
United States

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