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Article
Publication date: 30 June 2023

Elizabeth A. Minton

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and…

558

Abstract

Purpose

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes.

Design/methodology/approach

Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables.

Findings

Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant.

Research limitations/implications

This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations.

Practical implications

Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition.

Originality/value

This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 May 2018

Mark Peterson and Elizabeth A. Minton

Marketing students need better grounding in understanding major worldviews of the twenty-first century, given nearly guaranteed, international interactions with stakeholders. As…

172

Abstract

Purpose

Marketing students need better grounding in understanding major worldviews of the twenty-first century, given nearly guaranteed, international interactions with stakeholders. As such, the purpose of this paper is to develop a pedagogy focused upon secular and religious worldviews that can be used effectively in the classroom.

Design/methodology/approach

A cross-cultural study using data from the USA and China examines current worldview understanding among business school students. A training session in worldviews is then conducted, and a follow-up study is used to assess worldview learning and further interest in learning more about worldviews.

Findings

Student understanding of worldviews is increased through a 1.5-h teaching session. Students’ interest in learning more about worldviews significantly increased after the teaching session.

Practical implications

Worldview training is an effective way to prepare students for interacting with stakeholders in the increasingly global world in which these students will eventually work. Business schools need to incorporate worldview training in international marketing courses, at a minimum, or offer complete courses in worldviews and related applications to business operations.

Originality/value

Prior research has not tested worldview training on business students, especially when comparing student learning in a more religious-based culture (USA) and a more secular-based culture (China). Thus, this research shows that worldview training is effective regardless of the culture it is used in, which is important to informing students in a growing global marketplace.

Details

Journal of International Education in Business, vol. 11 no. 1
Type: Research Article
ISSN: 2046-469X

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Article
Publication date: 27 September 2019

Stephanie Geiger-Oneto and Elizabeth A. Minton

The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.

2338

Abstract

Purpose

The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.

Design/methodology/approach

The study uses three experimental studies to investigate this relationship.

Findings

Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed.

Research limitations/implications

The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems.

Practical implications

Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands.

Originality/value

While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.

Details

European Journal of Marketing, vol. 53 no. 12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 December 2022

Frank Gregory Cabano and Elizabeth A. Minton

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

943

Abstract

Purpose

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Design/methodology/approach

Four experiments were conducted that examined how religiosity affected consumers’ responses (attitude toward the product, purchase intentions and brand trust) to rational versus emotional ad appeals, and how perceived fit between the ad appeal type and consumers’ information processing style mediated the effects.

Findings

The results show that consumers low in religiosity respond more favorably to rational (vs emotional) appeals because of these types of appeals being more congruent with their rational information processing style. In addition, there is no difference in consumer responses toward rational and emotional appeals for individuals high in religiosity.

Research limitations/implications

In this research, the authors only used surveys and measured behavioral intentions rather than actual behaviors. Thus, future research should measure actual behaviors in the field to enhance the external validity of the observed effects. In addition, this research samples one primary culture that is more representative of Judeo-Christian religious beliefs. Therefore, future research should sample from other cultures and religious groups.

Practical implications

The results suggest that marketers should use rational rather than emotional appeals in their marketing communications to low religiosity consumers (identifiable through such means as demographic data for geographic regions or self-identified classifications on social media). Marketers can also prime low religiosity in their messages (e.g. using words such as “evolution”) and, when doing so, should couple that prime with a rational (vs emotional) appeal.

Originality/value

This research is novel in that it is the first, to the best of the authors’ knowledge, to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 July 2024

Elizabeth A. Minton and Frank Gregory Cabano

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related…

571

Abstract

Purpose

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.

Design/methodology/approach

Through four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.

Findings

Awareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.

Research limitations/implications

This research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.

Practical implications

Marketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.

Originality/value

To the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

Details

European Journal of Marketing, vol. 58 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 10 July 2017

Elizabeth A. Minton, Frank Cabano, Meryl Gardner, Daniele Mathras, Esi Elliot and Naomi Mandel

The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents…

2858

Abstract

Purpose

The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely investigation into this conflict between marketplace inclusion (for LGBTQ consumers) and freedom of religion (for religious service providers).

Design/methodology/approach

The intersection of marketplace inclusion for LGBTQ consumers and religious freedom for service providers is examined by identifying appropriate strategies that address this conflict and reviewing how differing religious perspectives influence perceptions of LGBTQ consumer rights, all building off the social identity threat literature.

Findings

LGBTQ and religious identities often conflict to influence consumer behavior and service provider interactions. Such conflict is heightened when there is a lack of substitutes (i.e. only one service provider in an area for a specific service). Common LGBTQ consumer responses include changing service providers, providing justification for the provision of services and pursing legal recourse. Suggested strategies to address this conflict include highlighting common social identities and using two-sided messages for service providers, using in-group interventions for social groups and using government interventions for public policy.

Originality/value

Research has yet to examine the conflict between marketplace inclusion and religious freedom, particularly for the inclusion of LGBTQ consumers. Thus, this paper provides a novel conceptual model detailing these relationships to stimulate discussion among consumers, service providers, social groups and public policy in addition to serving as a foundation for future research.

Details

Journal of Services Marketing, vol. 31 no. 4/5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 10 January 2022

Frank Gregory Cabano, Amin Attari and Elizabeth A. Minton

Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service business influences…

686

Abstract

Purpose

Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service business influences consumers’ evaluations of the service business.

Design/methodology/approach

Three experiments were conducted to examine how the adoption of a gun control policy by a service business influences consumers’ brand favorability of that service business and how value congruence (i.e. the alignment between a consumer’s own personal values and perceptions of the brand’s values) is the underlying mechanism.

Findings

This study documents several major findings. First, the authors find that the adoption of a gun control policy by a service business increases consumers’ brand favorability. Second, the authors highlight a boundary condition to this effect, such that a gun control policy actually decreases consumers’ brand favorability for people high (vs low) in support for gun rights. Third, the authors show that value congruence is the psychological process underlying these effects. Fourth, the authors generalize the focal effects to a real-world brand and demonstrate that the adoption of a gun control policy increases brand favorability for consumers low (vs high) in patronage behavior of the brand. Finally, the authors find that a pioneer brand strategy in the adoption of a gun control policy significantly increases brand favorability, whereas a follower brand strategy in the adoption of such a policy is less effective.

Originality/value

To the best of the authors’ knowledge, this research is the first to provide critical insight to service businesses as to how their position regarding guns influences consumers’ evaluations of the service business.

Details

Journal of Services Marketing, vol. 36 no. 8
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 14 May 2018

Hector Bajac, Miguel Palacios and Elizabeth A. Minton

The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of…

1912

Abstract

Purpose

The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence.

Design/methodology/approach

Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants were asked to indicate product-personality congruence (i.e. congruence between one’s self and the product) and user-image congruence (i.e. congruence between a product’s typical user and the product) for two private and two public products.

Findings

Two types of congruence (product-personality and user-image) positively influence brand evaluations more for publicly consumed than for privately consumed brands for consumers in both Latin cultures, with effect sizes being greater than prior research in other cultures.

Research limitations/implications

This research supports congruence theory in showing that similarity between a consumer and a brand leads to more favorable attitudes. Limitations include the sole use of student subjects and examination in only two countries of Latin culture.

Practical implications

Regardless of a brand’s personality, brands should seek consumers with similar personality traits, especially in Latin cultures.

Originality/value

This research addresses several limitations in prior research by examining both publicly and privately consumed products in one study, exploring congruence across Latin cultures, and testing products not confounded by addictive properties.

Details

International Marketing Review, vol. 35 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
Book part
Publication date: 19 December 2017

Karin Klenke

Free Access. Free Access

Abstract

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Women in Leadership 2nd Edition
Type: Book
ISBN: 978-1-78743-064-8

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Book part
Publication date: 8 August 2022

Carola Boehm

Abstract

Details

Arts and Academia
Type: Book
ISBN: 978-1-83867-730-5

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