How Symbolic Fusions With Religion Imbue Products With Increased Reliability and Safety

Steven Shepherd, Oklahoma State University, USA
Aaron C. Kay, Duke University, USA
Richard P. Eibach, University of Waterloo, Canada
We posit that the need for control and order in the world will lead religious individuals to seek products that are imbued with safety and reliability via their symbolic fusion with God (i.e., blessing, rituals). Evidence for this effect is found in both Indian and American samples.
[ to cite ]:
Steven Shepherd, Aaron C. Kay, and Richard P. Eibach (2015) ,"How Symbolic Fusions With Religion Imbue Products With Increased Reliability and Safety", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 34-39.