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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

Read More


R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More


Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice

Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA

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.