Effect of Religious Icons on Consumer Behaviour

Abstract

Previous research has investigated the role of symbolic cues similar to religious symbols on consumer behaviour. However, interaction between product involvement, valence of religious icons and message congruence has received little attention. To address these gaps, this study investigates the influence of product involvement and the congruence between religious icons and product information on consumers based on symbolic interactionism and congruity theory. Valence of religious icon showed statistically significant differences between high involvement and low involvement products (Experiment-I). Experiment-II and III attempted to test if valence of religious icons interacts with valence of brand information. The results(experiment-II) showed that subjects who were exposed to the congruent condition had an increase in their purchase intention and perceived value. In contrast (experiment-III) results showed that subjects who were exposed to the incongruent condition had an increase in their purchase intention and perceived value. Overall, this study helps to explain the dynamics through which religious images affect consumer behaviour and provides insight into marketers wishing to design culture-oriented advertisements. Future research can look into the impact of different cultural contexts, variations in religiosity.