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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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    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. Oylum Korkut Altuna & F. Müge Arslan & A. Ercan Gegez & Özge Sýðýrcý, 2016. "Development of a Scale on e-Consumers’ Attitudes towards Ethically Questionable Online Behaviors," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 30(1), pages 99-134.
    3. Alam, Md. Mahmudul & Aliyu, Ahmed & Shahriar, Shawon Muhammad, 2019. "Presenting Women as Sexual Objects in Marketing Communications: Perspective of Morality, Ethics and Religion," OSF Preprints f5yqp_v1, Center for Open Science.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
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    12. 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.

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