2018 | OriginalPaper | Buchkapitel
Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence
verfasst von : Anna Rößner, Martin Eisend
Erschienen in: Advances in Advertising Research IX
Verlag: Springer Fachmedien Wiesbaden
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Religion is becoming increasingly important in public discussions. In Western media, negative stereotypical depictions of the Islam and its members dominate. Muslims are often associated with low-paid jobs, violence and criminality, and women’s oppression (el-Aswad, 2013; Hoffmann, 2013). This discourages marketers to include Muslims in advertising since they do not want to alienate the non-Islamic majority. Only recently, due to the constantly growing number of Muslims around the world along with increased purchasing power, researchers and practitioners became interested in religions, especially the Islam