TY - JOUR
T1 - Forgive me, Father, for I did not give full justification for my sins
T2 - how religious consumers justify the acquisition of material wealth
AU - Veer, Ekant
AU - Shankar, Avi
PY - 2011/5
Y1 - 2011/5
N2 - This research shows how high religiosity consumers justify the purchase of highly materialistic goods. By drawing on the Justification-Suppression Model (JSM), it is shown that high religiosity consumers favour advertisements that suppress the materialistic aspects of goods and offer adequate justification for the purchase. However, these same consumers dislike advertisements that explicitly focus on the materialistic nature of goods. The results from the research offer insight into how high religiosity consumers are able to acquire material wealth despite a strong aversion to such practices within their doctrine. Implications from this research include a greater understanding of how to advertise to high religiosity consumers, but also how the JSM can be used as a means of minimising cognitive dissonance during purchase decisions.
AB - This research shows how high religiosity consumers justify the purchase of highly materialistic goods. By drawing on the Justification-Suppression Model (JSM), it is shown that high religiosity consumers favour advertisements that suppress the materialistic aspects of goods and offer adequate justification for the purchase. However, these same consumers dislike advertisements that explicitly focus on the materialistic nature of goods. The results from the research offer insight into how high religiosity consumers are able to acquire material wealth despite a strong aversion to such practices within their doctrine. Implications from this research include a greater understanding of how to advertise to high religiosity consumers, but also how the JSM can be used as a means of minimising cognitive dissonance during purchase decisions.
UR - http://www.scopus.com/inward/record.url?scp=79957617896&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1080/0267257X.2010.517707
U2 - 10.1080/0267257X.2010.517707
DO - 10.1080/0267257X.2010.517707
M3 - Article
SN - 0267-257X
VL - 27
SP - 547
EP - 560
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 5-6
ER -