Finding brands and losing your religion?

Journal Article (Journal Article)

Religion is a powerful force in many people's lives, impacting decisions about life, death, and everything in between. It may be difficult, then, to imagine that something as seemingly innocuous as the usage of brand name products might influence individuals' commitment to religion. However, we demonstrate across 6 studies that when brands are a highly salient tool for self-expression, individuals are less likely to report and demonstrate strong religious commitment. We suggest that a desire to maintain consistency among self-identities is one important driver of this relationship and find that the effect is mitigated when the perceived distance between brands and religious values is minimized.

Full Text

Duke Authors

Cited Authors

  • Cutright, KM; Erdem, T; Fitzsimons, GJ; Shachar, R

Published Date

  • December 2014

Published In

Volume / Issue

  • 143 / 6

Start / End Page

  • 2209 - 2222

PubMed ID

  • 25222262

Electronic International Standard Serial Number (EISSN)

  • 1939-2222

International Standard Serial Number (ISSN)

  • 0096-3445

Digital Object Identifier (DOI)

  • 10.1037/a0037876


  • eng