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The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals

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  • Sanjay Putrevu
  • Krist Swimberghek

Abstract

This research explores the influence of religiosity on consumer perception of, and response toward, sexual appeals. The first study (survey, national sample; n = 423) examines the relationship between religiosity and consumer response toward sexual appeals using causal modeling. Study 1 finds that high intrinsic religiosity consumers exhibit more adverse ethical judgments toward the company’s use of sexual appeals and these judgments, in turn, result in inferior attitudes and purchase intent toward the advertised brand. To confirm and expand on these findings, the second study (experiment, young adult sample; n = 216) examines the influence of intrinsic religiosity on consumer response toward both sexual and nonsexual appeals. The results show that sexual appeals elicit inferior (superior) ethical judgments, attitudes, and purchase intent among consumers high (low) in intrinsic religiosity. In contrast, nonsexual appeals elicit (un)favorable responses from consumers who are (low) high in intrinsic religiosity. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Sanjay Putrevu & Krist Swimberghek, 2013. "The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals," Journal of Business Ethics, Springer, vol. 115(2), pages 351-365, June.
    • Handle: RePEc:kap:jbuset:v:115:y:2013:i:2:p:351-365
    DOI: 10.1007/s10551-012-1399-y
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    References listed on IDEAS

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    1. Sood, James & Nasu, Yukio, 1995. "Religiosity and nationality : An exploratory study of their effect on consumer behavior in Japan and the United States," Journal of Business Research, Elsevier, vol. 34(1), pages 1-9, September.
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    2. Jackaria Nazneen Carrim, 2018. "The Mediating Role of Actual Self-Congruity on the Relationship between Religion and Store Loyalty: A Case of Mauritius," GATR Journals jmmr196, Global Academy of Training and Research (GATR) Enterprise.
    3. Žitkienė Rima & Kriaučiūnaitė-Lazauskienė Gintarė, 2019. "The Interplay of Religious Symbols and Cultural Values Theory in Advertising," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 119-137, June.
    4. Chan, Christopher & Ananthram, Subramaniam & Thaker, Keyur & Liu, Yi, 2022. "Do religiosity and ethical principles influence ethical decision-making in a multi-faith context? Evidence from India," Journal of Business Research, Elsevier, vol. 149(C), pages 772-785.
    5. Caroline Moraes & Finola Kerrigan & Roisin McCann, 2020. "Positive Shock: A Consumer Ethical Judgement Perspective," Journal of Business Ethics, Springer, vol. 165(4), pages 735-751, September.
    6. Dr. Hafiz Ihsan ur Rehman & Maryem Bibi & Dr. Muhammad Sarfraz Khan & Muhammad Abdullah & Dr. Muhammad Irfan, 2023. "Impact of Halal Awareness, Personal Intrinsic Religiosity and Country of Origin on Halal Buying Behaviour: A moderation and Mediation Analysis," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 354-370.
    7. Selma Kadić-Maglajlić & Maja Arslanagić-Kalajdžić & Milena Micevski & Nina Michaelidou & Ekaterina Nemkova, 2017. "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment," Journal of Business Ethics, Springer, vol. 141(2), pages 249-265, March.
    8. Basem Masoud Alhazmi, 2019. "Religiosity and customer trust in financial services marketing relationships," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 24(1), pages 31-43, June.
    9. D'Haene, E. & Desiere, S. & D'Haese, M. & Verbeke, W. & Schoors, K., 2018. "Religion, food choices, and demand seasonality: Evidence from the Ethiopian milk market," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 276029, International Association of Agricultural Economists.
    10. Vassiliki Grougiou & George Balabanis & Danae Manika, 2020. "Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?," Journal of Business Ethics, Springer, vol. 164(1), pages 1-16, June.
    11. Rafi M. M. I. Chowdhury & Denni Arli & Felix Septianto, 2024. "How Religiosity Affects Attitudes Toward Brands That Utilize LGBTQ-Themed Advertising," Journal of Business Ethics, Springer, vol. 193(1), pages 63-88, August.

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