Commercial Marketing With Communal Sentiments: Reframing Taboo Trade-Offs in Religious Marketing

A. Peter McGraw, University of Colorado, USA
Janet Schwartz, Duke University, USA
Philip Tetlock, UC Berkeley, USA
Although consumers typically expect organizations to profit from commercial marketing, they believe that certain organizations, like churches, should focus on communal goals. We document consumer distress when religious organizations use commercial-marketing strategies and examine how communal justifications reduce moral distress.
[ to cite ]:
A. Peter McGraw, Janet Schwartz, and Philip Tetlock (2011) ,"Commercial Marketing With Communal Sentiments: Reframing Taboo Trade-Offs in Religious Marketing", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.