Religiosity and Social Risk

There has been a call in the consumer behavior literature for study on the effects of religiosity or religious commitment on consumption. This study investigates the effects of religiosity on social risk associated with purchase situations. Using a causal model, Functionalist and Metaphoric Parallelist theories of religion are tested as explanations of the impact of religiosity on the social risk associated with a purchase. The findings indicate that Functionalism best explains the relationship between religious commitment and the importance placed on the social risk of a purchase. In addition, group affiliation was found to mediate this relationship.


Malcolm Smith, Lynn Kahle, and Kristina Frankenberger (2005) ,"Religiosity and Social Risk", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 228-229.


Malcolm Smith, University of Manitoba
Lynn Kahle, University of Oregon
Kristina Frankenberger, Western Oregon University


E - European Advances in Consumer Research Volume 7 | 2005

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