IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v29y2018i3d10.1007_s11002-018-9469-2.html
   My bibliography  Save this article

In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior

Author

Listed:
  • Samer Sarofim

    (California State University – Fresno)

  • Frank G. Cabano

    (University of Texas at El Paso)

Abstract

This research proposes and demonstrates that religiosity positively affects consumers’ hope for advertised benefits, leading to greater perceived advertisement credibility and, consequently, a greater likelihood of purchasing the advertised products. A multiple-step mediation analysis revealed that both hope for advertised benefits and perceived ad credibility play pivotal roles in explicating the effect of religiosity, whether measured (study 1) or manipulated (study 2), on purchase intentions of advertised products. The authors also investigated the interactive effect between religiosity and perceived product materialism on the observed effects (study 3). The effect of religiosity on hope for advertised benefits, perceived ad credibility, and purchase intentions was moderated by perceived product materialism, such that the positive effects of religiosity on hope, perceived ad credibility, and purchase intentions were observed only for non-materialistic (vs. materialistic) products. Theoretical and managerial implications are discussed.

Suggested Citation

  • Samer Sarofim & Frank G. Cabano, 2018. "In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior," Marketing Letters, Springer, vol. 29(3), pages 391-404, September.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9469-2
    DOI: 10.1007/s11002-018-9469-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-018-9469-2
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-018-9469-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    2. Gergana Y. Nenkov & Deborah J. MacInnis & Maureen Morrin, 2009. "How Do Emotions Influence Saving Behavior," Issues in Brief ib2009-9-8, Center for Retirement Research, revised Apr 2009.
    3. Poels, Karolien & Dewitte, Siegfried, 2008. "Hope and self-regulatory goals applied to an advertising context: Promoting prevention stimulates goal-directed behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1030-1040, October.
    4. Stillman, Tyler F. & Fincham, Frank D. & Vohs, Kathleen D. & Lambert, Nathaniel M. & Phillips, Christa A., 2012. "The material and immaterial in conflict: Spirituality reduces conspicuous consumption," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 1-7.
    5. Richins, Marsha L & Dawson, Scott, 1992. "A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 303-316, December.
    6. Ron Shachar & Tülin Erdem & Keisha M. Cutright & Gavan J. Fitzsimons, 2011. "Brands: The Opiate of the Nonreligious Masses?," Marketing Science, INFORMS, vol. 30(1), pages 92-110, 01-02.
    7. Jungsil Choi & Kiljae Lee & Yong-Yeon Ji, 2012. "What type of framing message is more appropriate with nine-ending pricing?," Marketing Letters, Springer, vol. 23(3), pages 603-614, September.
    8. MacInnis, Deborah J. & Chun, Hae Eun, 2007. "Understanding Hope and its Implications for Consumer Behavior: I Hope, Therefore I Consume," Foundations and Trends(R) in Marketing, now publishers, vol. 1(2), pages 97-189, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Samer Sarofim & Elizabeth Minton & Amabel Hunting & Darrell E. Bartholomew & Saman Zehra & William Montford & Frank Cabano & Pallab Paul, 2020. "Religion's influence on the financial well‐being of consumers: A conceptual framework and research agenda," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 1028-1061, September.
    2. Samer Sarofim & Ahmed Tolba & Morris Kalliny, 2022. "The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 465-486, March.
    3. Jamel Khenfer, 2023. "Promising Happiness in Advertising in Light of International Standardization: Religiosity and Religious Priming Overshadow Cross-Cultural Factors," Post-Print hal-03950332, HAL.
    4. Ahmet Ekici & Forrest Watson, 2022. "A model of consumer life‐satisfaction amidst the COVID‐19 pandemic: Evidence and policy implications," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 158-179, March.
    5. Elizabeth A. Minton & Frank G. Cabano, 2021. "Religiosity’s influence on stability-seeking consumption during times of great uncertainty: the case of the coronavirus pandemic," Marketing Letters, Springer, vol. 32(2), pages 135-148, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shino Takayama & Yuki Tamura & Terence Yeo, 2019. "Primaries, Strategic Voters and Heterogenous Valences," Discussion Papers Series 605, School of Economics, University of Queensland, Australia.
    2. Rafi M. M. I. Chowdhury, 2018. "Religiosity and Voluntary Simplicity: The Mediating Role of Spiritual Well-Being," Journal of Business Ethics, Springer, vol. 152(1), pages 149-174, September.
    3. Lingguo Xu & Peter E. Earl & D. S. Prasada Rao, 2019. "Materialism and Economic Progress," Discussion Papers Series 604, School of Economics, University of Queensland, Australia.
    4. Bogdan Ioane MARCULESCU & Laura BRANCU & Diana Claudia SALA, 2021. "Economic Materialism And Entrepreneurial Intention In Romanian Students," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 46-70, May.
    5. Xingqiang Du, 2014. "Does Religion Mitigate Tunneling? Evidence from Chinese Buddhism," Journal of Business Ethics, Springer, vol. 125(2), pages 299-327, December.
    6. Daniel T. L. Shek & Diya Dou & Xiaoqin Zhu & Xiang Li & Lindan Tan, 2022. "Materialism, Egocentrism and Delinquent Behavior in Chinese Adolescents in Mainland China: A Short-Term Longitudinal Study," IJERPH, MDPI, vol. 19(8), pages 1-15, April.
    7. Ouyang, Mingkun & Cai, Xiao & Yin, Yulong & Zeng, Pan & Chen, Ye & Wang, Xingchao & Xie, Xiaochun & Wang, Pengcheng, 2020. "Student-student relationship and adolescent problematic smartphone use: The mediating role of materialism and the moderating role of narcissism," Children and Youth Services Review, Elsevier, vol. 110(C).
    8. Singh, Jaskaran & Singh, Gurbir & Kumar, Satinder & Mathur, Ajeet N., 2021. "Religious influences in unrestrained consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Gabriella Spinelli & Holly Nelson-Becker & Roberta Ligossi, 2019. "Consumer Competence Strategies, Spiritually Inspired Core Values and Locus of Control: What Are the Links?," Sustainability, MDPI, vol. 11(17), pages 1-22, September.
    10. Rayco Rodríguez Reyes & Sergio Gallego García & Manuel García García, 2018. "Applying the Viable System Model to an Organization with CSR Goals: The Case of a Charity Organization," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 4, ejes_v4_i.
    11. Sandra Awanis & Bodo B Schlegelmilch & Charles Chi Cui, 2017. "Asia’s materialists: Reconciling collectivism and materialism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 964-991, October.
    12. Zolfagharian, Mohammadali & Ulusoy, Ebru, 2017. "Inter-Generational Pendula (IGP): Toward a theory of immigrant identity, materialism and religiosity," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 678-693.
    13. Choi, Tae Rang & Choi, Jung Hwa & Sung, Yongjun, 2019. "I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope," Journal of Business Research, Elsevier, vol. 99(C), pages 481-489.
    14. Küper, Inken & Edinger-Schons, Laura Marie, 2020. "Is sharing up for sale? Monetary exchanges in the sharing economy," Journal of Business Research, Elsevier, vol. 121(C), pages 223-234.
    15. Marianela Denegri & María Baeza & Natalia Salinas-Oñate & Verónica Peñaloza & Horacio Miranda & Ligia Orellana, 2014. "Materialism in Pedagogy Students in Chile," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(2), pages 505-521, June.
    16. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    17. Suresh Malodia & Alka Singh Bhatt, 2019. "Why Should I Switch Off: Understanding the Barriers to Sustainable Consumption?," Vision, , vol. 23(2), pages 134-143, June.
    18. Fielding, David & Knowles, Stephen & Robertson, Kirsten, 2018. "Alcohol, generosity and empathy," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 76(C), pages 28-39.
    19. Irene Chu & Mai Chi Vu, 2022. "The Nature of the Self, Self-regulation and Moral Action: Implications from the Confucian Relational Self and Buddhist Non-self," Journal of Business Ethics, Springer, vol. 180(1), pages 245-262, September.
    20. Nepomuceno, Marcelo Vinhal & Laroche, Michel, 2015. "The impact of materialism and anti-consumption lifestyles on personal debt and account balances," Journal of Business Research, Elsevier, vol. 68(3), pages 654-664.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9469-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.