Differential Impacts of God and Religion on Prosocial Intentions

We show in one field data and four experiments that activating thoughts about God (vs. religion) leads to higher (vs. lower) thinking abstraction, and increases compliance with abstractly (vs. concretely) framed messages or prosocial tendencies toward distant (vs. close) targets. This effect is mediated by "feeling right" experience under fit.


Mustafa Karatas and Zeynep Gürhan-Canli (2017) ,"Differential Impacts of God and Religion on Prosocial Intentions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 703-704.


Mustafa Karatas, Koc University, Turkey
Zeynep Gürhan-Canli, Koc University, Turkey


NA - Advances in Consumer Research Volume 45 | 2017

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