Finding Brands and Losing Your Religion?

Keisha M. Cutright, University of Pennsylvania, USA
Tulin Erdem, New York University, USA
Gavan J. Fitzsimons, Duke University, USA
Ron Shachar, Interdisciplinary Center (IDC), Israel
Religion is a powerful force in many lives—but one that may be undermined by brands. We demonstrate in a series of experiments that when brands are salient (versus not), individuals report lower levels of religiosity, especially when brands allow them to express themselves.
[ to cite ]:
Keisha M. Cutright, Tulin Erdem, Gavan J. Fitzsimons, and Ron Shachar (2012) ,"Finding Brands and Losing Your Religion?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 182-186.