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

Jamel Khenfer (), Steven Shepherd and Aaron Kay
Additional contact information
Jamel Khenfer: AMU - Aix Marseille Université
Steven Shepherd: Duke University [Durham]
Aaron Kay: Duke University [Durham]

Post-Print from HAL

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.

Keywords: religion; religiosity; happiness; advertisement (search for similar items in EconPapers)
Date: 2015-02-26
New Economics Papers: this item is included in nep-hap, nep-ipr, nep-pr~ and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01121391
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Society for Consumer Psychology, Feb 2015, Phoenix, United States

Downloads: (external link)
https://hal.science/hal-01121391/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01121391

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().