The influence of different advertisement messages and levels of religiosity on attitude and purchase intention
Authors: Ustaahmetoğlu Erol 
Published: April 2020

Purpose

Although religiosity and advertising messages have been extensively examined in the existing literature separately, studies which correlatively examine both these aspects are very limited. This paper aims to reveal the influence of the widely used religious messages on consumer attitudes and of purchase intentions on subjects with different levels of religiosity.

Design/methodology/approach

In this study, four different printed advertising messages with and without religious messages were developed for two different products. In this respect, the consumer attitudes toward advertisements and the degree to which purchase intention changed were measured.

Findings

The attitude and purchase intention toward the advertisements with religious messages was found to have a higher mean value compared to the advertisements without religious messages, and a statistically significant difference was found between the two. The highly religious participants’ attitudes and purchasing intention toward the advertisements with religious messages differed as compared to the participants with low levels of religiosity.

Research limitations/implications

Indeed, it was observed that the attitude toward different advertising messages and purchase intention differed regarding the level of religiosity. In the last section of the study, the influence of the level of religiosity on purchasing intention and consumer attitudes has been discussed with academic and practical results.

Practical implications

This study has also extended the practical implications of social judgment theory, which suggests that the further the consumers’ initial position to the new message the less is the acceptance of that message, and it contributes to its methodological and theoretical development. Whether a religious advertisement message is considered more or less acceptable depends on the level of religiosity and the positioning strategy adopted in the advertisement. In the present study, it is observed that as the level of religiosity increases, purchase intention and the attitude towards the advertisement with religious message increase in permissible(halal) goods. However, when prohibited (haram) services are considered, an increase in the subjects' level of religiosity brings about a decrease in the purchase intention and the attitude towards the advertisement with religious message. Therefore, this study validates social judgment theory.

Social implications

A significant implication for the marketing practitioners is that religiosity could be one of the criteria in segmenting market. A religiously prohibited product might gradually feel more irritating as the intensity of religious message increases in an advertisement. Thus, it is an important consideration for an organization offering faith-based products in mono-religious societies. Clearly, marketers need to be very careful when they use religious symbols in the secular marketplace, which raises the question – What factors underlie a positive response to religious message use in advertisement?

Originality/value

Religion was a taboo subject in society in the recent past; it has not been comprehensively investigated in marketing literature; moreover, it is evident that this situation continues to exist at present. It can, therefore, be said that the efforts to conceptualize religion’s influence on marketing and consumer behavior have been scarce.