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

Share Proceeding

Featured papers

See More


F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More


My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More


A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.