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Marketing Letters
Published in: Marketing Letters 3/2018

13-09-2018

In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior

Authors: Samer Sarofim, Frank G. Cabano

Published in: Marketing Letters | Issue 3/2018

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Abstract

This research proposes and demonstrates that religiosity positively affects consumers’ hope for advertised benefits, leading to greater perceived advertisement credibility and, consequently, a greater likelihood of purchasing the advertised products. A multiple-step mediation analysis revealed that both hope for advertised benefits and perceived ad credibility play pivotal roles in explicating the effect of religiosity, whether measured (study 1) or manipulated (study 2), on purchase intentions of advertised products. The authors also investigated the interactive effect between religiosity and perceived product materialism on the observed effects (study 3). The effect of religiosity on hope for advertised benefits, perceived ad credibility, and purchase intentions was moderated by perceived product materialism, such that the positive effects of religiosity on hope, perceived ad credibility, and purchase intentions were observed only for non-materialistic (vs. materialistic) products. Theoretical and managerial implications are discussed.
previous article The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being

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Appendix
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Metadata
Title
In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior
Authors
Samer Sarofim
Frank G. Cabano
Publication date
13-09-2018
Publisher
Springer US
Published in
Marketing Letters / Issue 3/2018
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-018-9469-2

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