Modeling religious involvement: a qualitative integration based on female role visualization consumption

Chyong-ling Lin () and Jin-Tsann Yeh ()

Quality & Quantity: International Journal of Methodology, 2013, vol. 47, issue 1, 566 pages

Abstract: The application of religious symbolism is important in the evolution of medical consumption. Chinese religious belief integrates concepts of Buddhism, Daoism, and Confucianism. People personify god and goddess’ characters in religious stories which influence our ideal personality in reality. According to the Match-up Hypothesis in medical product advertising, female role portrayal in patriarchal society involves the blending of beautification ritual, utilizing the marketed product, with idealized female beauty into a package intended to provide the best possible match with the prevailing ideal. Due to the influence of traditional sex stereotypes in eastern or western societies, such female portrayals provide culturally reasonable advertisements of the value of products being displayed for visualization consumption. This ideology is part of the moral fabric of society and reveals a possible social collective consciousness. The authors adopt five dimensions of religious involvement (DRI—Ideology, Ritualistic, Experiential, Consequential, and Intellectual) to explain a process of portrayals visualization and discuss the template image orientation for presenting product information in the marketplace. This study proposes the female role visualization consumption (FRVC) model to identify different elements of female role evolution stemming from religious ideology. Copyright Springer Science+Business Media B.V. 2013

Keywords: Religious involvement; Female role portrayal; Medicine advertising (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/s11135-011-9478-1

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