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
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior
Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain
Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway