From believer to buyer: How brands leverage religious values to connect with consumers

Taylor Ke Lai, Keisha M. Cutright, Gavan J. Fitzsimons

Journal of Consumer Psychology · 2025 · Volume 35 · Issue 4

Abstract

Aglozo and Cohen (Journal of Consumer Psychology, 2025) synthesize prior work on the influence of religious values on consumer behavior through the frameworks of Schwartz's value theory and moral foundations theory. In this commentary, we extend their work by examining the intersection of religious values and branding. First, we build upon existing frameworks to identify pathways through which brands can leverage religious values (people-based associations, place-based associations, brand network associations, and activity-based associations), while also noting important downsides. Second, we discuss how context affects the extent to which consumers behave according to their religious values, focusing on three mechanisms: identity salience, value internalization and framing, and competing consumption values. Finally, we conclude with directions for future work on religious values in consumer research.

Keywords

branding, ethics and morality, identity, loyalty and relationships, religion, situation and context effects

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