THE INFLUENCE OF RELIGIOUS BELIEFS ON CONSUMER BEHAVIOR: EXAMINING REACTIONS TO CONTROVERSIAL PRODUCTS AND OFFENSIVE ADVERTISING APPEALS

Authors: Ali Khan Ahmed, Fatima Zahra Ahmed

Published: June 2024

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Abstract

<p>Religiosity plays a pivotal role in shaping individuals' values, beliefs, and practices, permeating into various aspects of daily life. In the realm of consumer behavior, religiosity serves as a fascinating construct that can significantly influence consumer choices and reactions. This paper endeavors to delve into the intricate relationship between religiosity and its impact on the perception of controversial products and the offensive nature of advertising appeals. Understanding how religiosity interplays with consumer behavior is essential in today's diverse marketplace, where consumers hail from a multitude of religious backgrounds and worldviews. To shed light on this phenomenon, this research commences with an exploration of the existing literature concerning the role of religion in shaping consumer behavior. By examining previous studies and theories, we aim to provide a comprehensive foundation for our investigation. The methodology section elucidates the rigorous data collection procedures and the specific measures adopted to scrutinize the multifaceted aspects of religiosity and its implications on consumer reactions. Our research adopts a holistic approach, encompassing both qualitative and quantitative data collection methods, in order to obtain a nuanced understanding of the subject matter. Subsequently, the paper presents the empirical results derived from the comprehensive analysis of collected data. These results unveil the intricate dynamics between religiosity, controversial products, and offensive advertising appeals. We provide insights into how varying degrees of religiosity influence consumers' perceptions, attitudes, and behaviors in response to such marketing strategies. In closing, the paper reflects on the limitations inherent in this study and outlines avenues for future research in this domain. The complexities of religiosity and its implications on consumer behavior warrant continued exploration, including investigating the moderating factors and potential cultural nuances that may influence these relationships</p>

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