Religion and psychological influences on consumer behaviour: Perspectives on developing nations

Religion plays a decisive role in the way people perceive consumption, especially in the developing world. Attitudes related to the extent of consumption, acquisition of wealth, and limits of personal possessions are mostly explained in religious doctrines. Each religion typically offers its followers with a distinct worldview and a comprehensible and unwavering set of norms, traditions, moral values and routes of dealing with the material world, which act as bases for individuals to establish and maintain a secure religious identity. Religion and psychology share a concern about the quality and wellbeing of human lives. They both attempt to offer a benchmark to people seeking to find meaningful, contented, and even pleased lives. Therefore, many psychologists have tried to assess the influence of religion and spirituality on humans in general, and on human consumption in particular, assuming that religion and spirituality do offer a meaning for wealth acquisition and a consolation for economic misfortunes and poverty. Religions provide a guideline for wealth, while setting limits against extravagance and luxurious life styles. This chapter aims to shed light on the psychological influences of religion on human consumption, especially in the developing world. The chapter highlights the way religion relates to consumer motivation, both intrinsically and extrinsically, consumer perception, consumer learning, attitudes, consumer personality, and consumer self-related issues.