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

Author

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  • Samer Sarofim

    (California State University – Fresno)

  • Frank G. Cabano

    (University of Texas at El Paso)

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.

Suggested Citation

  • Samer Sarofim & Frank G. Cabano, 2018. "In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior," Marketing Letters, Springer, vol. 29(3), pages 391-404, September.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9469-2
    DOI: 10.1007/s11002-018-9469-2
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    References listed on IDEAS

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    Cited by:

    1. Samer Sarofim & Elizabeth Minton & Amabel Hunting & Darrell E. Bartholomew & Saman Zehra & William Montford & Frank Cabano & Pallab Paul, 2020. "Religion's influence on the financial well‐being of consumers: A conceptual framework and research agenda," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 1028-1061, September.
    2. Samer Sarofim & Ahmed Tolba & Morris Kalliny, 2022. "The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 465-486, March.
    3. Jamel Khenfer, 2023. "Promising Happiness in Advertising in Light of International Standardization: Religiosity and Religious Priming Overshadow Cross-Cultural Factors," Post-Print hal-03950332, HAL.
    4. Ahmet Ekici & Forrest Watson, 2022. "A model of consumer life‐satisfaction amidst the COVID‐19 pandemic: Evidence and policy implications," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 158-179, March.
    5. Elizabeth A. Minton & Frank G. Cabano, 2021. "Religiosity’s influence on stability-seeking consumption during times of great uncertainty: the case of the coronavirus pandemic," Marketing Letters, Springer, vol. 32(2), pages 135-148, June.

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