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Religious Responses to “Selling Happiness”: Consequences for Attitude toward the Ad and the Advertised Brand

Author

Listed:
  • Jamel Khenfer

    (AMU - Aix Marseille Université)

  • Steven Shepherd

    (Duke University [Durham])

  • Aaron Kay

    (Duke University [Durham])

Abstract

Many brands sell their products with the promise that the consumer will experience happiness. Intuitively, appealing to people's desire to be happy should be universally well received. In two studies, we show that it is not necessarily the case by examining the moderating role of consumer religiosity. We further show that the moderating role of religiosity on how people respond to these kinds of ads depends (1) on the motivational foundations of religious activity (intrinsic vs. extrinsic), and (2) on the salience of one's religiousness at the time of ad exposure.

Suggested Citation

  • Jamel Khenfer & Steven Shepherd & Aaron Kay, 2015. "Religious Responses to “Selling Happiness”: Consequences for Attitude toward the Ad and the Advertised Brand," Post-Print hal-01121391, HAL.
    • Handle: RePEc:hal:journl:hal-01121391
    Note: View the original document on HAL open archive server: https://hal.science/hal-01121391
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    References listed on IDEAS

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    1. Hopkins, Christopher D. & Shanahan, Kevin J. & Raymond, Mary Anne, 2014. "The moderating role of religiosity on nonprofit advertising," Journal of Business Research, Elsevier, vol. 67(2), pages 23-31.
    2. 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.
    3. Lim, Chaeyoon & Putnam, Robert David, 2010. "Religion, Social Networks, and Life Satisfaction," Scholarly Articles 11105537, Harvard Kennedy School of Government.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    religion; religiosity; happiness; advertisement;
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