Made in God’S Image: How God Salience Affects the Desire For Self-Improvement Products

There is little research that examines God’s role on consumer behavior. To address this gap, we examine how God salience influences’ consumer’s interest in self-improvement products. Specifically, we find that when God is salient, consumers are less interested in purchasing or choosing products framed as relevant for improving the self.



Citation:

Lauren Grewal, Eugenia Wu, and Keisha Cutright (2019) ,"Made in God’S Image: How God Salience Affects the Desire For Self-Improvement Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 600-601.

Authors

Lauren Grewal, Dartmouth College, USA
Eugenia Wu, University of Pittsburgh, USA
Keisha Cutright, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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