In God’S Hands: How Religion Dampens the Effectiveness of Fear Appeals

Though religion plays an important role in many lives, little research has examined what the salience of God means for consumer behavior. We find that religion dampens compliance and persuasion in response to fear appeals as it provides consumers with a sense that they will be supported during hard times.


Eugenia Wu and Keisha Cutright (2016) ,"In God’S Hands: How Religion Dampens the Effectiveness of Fear Appeals", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 269-273.


Eugenia Wu, University of Pittsburgh, USA
Keisha Cutright, Duke University


NA - Advances in Consumer Research Volume 44 | 2016

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