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13 - Religion and Consumer Psychology

from 2 - Consumer Psychology of Groups and Society

Published online by Cambridge University Press:  30 March 2023

By
Eugenia Wu  and
Keisha Cutright
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

Although religion is an important part of daily life for many consumers, only limited research has examined how it functions in consumer settings. This chapter proposes an organizing framework for understanding the intersection between religion and consumer behavior. We first define key constructs related to religion, before discussing common methodological paradigms for studying religion in consumer spaces. We then review prior research on religion and consumer behavior along two dimensions: (1) how consumption shapes the experience of religion, and (2) how religion shapes the consumption process. We close with a discussion of open questions related to religion and consumption, and directions for future research.

Keywords

religiosityreligious consumptionreligious beliefsconsumer morality
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 364 - 386
Publisher: Cambridge University Press
Print publication year: 2023

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