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Modeling religious involvement: a qualitative integration based on female role visualization consumption

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  • Chyong-ling Lin
  • Jin-Tsann Yeh

Abstract

The application of religious symbolism is important in the evolution of medical consumption. Chinese religious belief integrates concepts of Buddhism, Daoism, and Confucianism. People personify god and goddess’ characters in religious stories which influence our ideal personality in reality. According to the Match-up Hypothesis in medical product advertising, female role portrayal in patriarchal society involves the blending of beautification ritual, utilizing the marketed product, with idealized female beauty into a package intended to provide the best possible match with the prevailing ideal. Due to the influence of traditional sex stereotypes in eastern or western societies, such female portrayals provide culturally reasonable advertisements of the value of products being displayed for visualization consumption. This ideology is part of the moral fabric of society and reveals a possible social collective consciousness. The authors adopt five dimensions of religious involvement (DRI—Ideology, Ritualistic, Experiential, Consequential, and Intellectual) to explain a process of portrayals visualization and discuss the template image orientation for presenting product information in the marketplace. This study proposes the female role visualization consumption (FRVC) model to identify different elements of female role evolution stemming from religious ideology. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Chyong-ling Lin & Jin-Tsann Yeh, 2013. "Modeling religious involvement: a qualitative integration based on female role visualization consumption," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 561-566, January.
    • Handle: RePEc:spr:qualqt:v:47:y:2013:i:1:p:561-566
    DOI: 10.1007/s11135-011-9478-1
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    References listed on IDEAS

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    1. Richins, Marsha L, 1991. "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 71-83, June.
    2. Chyong-Ling Lin, 2008. "Sexual Issues: The Analysis of Female Role Portrayal Preferences in Taiwanese Print Ads," Journal of Business Ethics, Springer, vol. 83(3), pages 409-418, December.
    3. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
    4. Mansfield, Christopher J. & Mitchell, Jim & King, Dana E., 2002. "The doctor as God's mechanic? Beliefs in the Southeastern United States," Social Science & Medicine, Elsevier, vol. 54(3), pages 399-409, February.
    5. Chyong-Ling Lin & Jin-Tsann Yeh, 2009. "Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness," Journal of Business Ethics, Springer, vol. 90(1), pages 61-79, November.
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