Finding Brands and Losing Your Religion?
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.
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.
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
NA - Advances in Consumer Research Volume 40 | 2012
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana
A Slack-Based Account of Pain of Payment
Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA