The influence of religion on attitudes towards the advertising of controversial products

Erdogan, B Zafer; Fam, Kim-Shyan; Waller, David S

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The influence of religion on attitudes towards the advertising of controversial products

Fam, Kim-Shyan; Waller, David S; Erdogan, B Zafer

Cite this item: Fam, K.-S., Waller, D. S., & Erdogan, B. Z. (2004). The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing, 38(5/6), 537–555. doi:10.1108/03090560410529204

Permanent link to OUR Archive version: http://hdl.handle.net/10523/1244

Date: 2004

ISSN: 0309-0566

Keywords: religion; advertising; advertising standards; advertising effectiveness; consumer attitudes

Research Type: Journal Article

Abstract:

In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.

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