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The impact of consumer religiosity on consumer perceptions of risk

Authors :
Baazeem, Thamer
Neale, Larry
Mortimer, Gary
Baazeem, Thamer
Neale, Larry
Mortimer, Gary
Source :
Society for Marketing Advances Conference
Publication Year :
2013

Abstract

This brief provides the conceptual background of current research aiming to improve the understanding of the relationship between consumer religiosity and social and psychological risks associated with adopting new products and technologies. This project includes two main studies framed by Hunt-Vitell’s General Theory of Marketing Ethics and Theory of Moral Potency. Using scenario based experimental 2x2 design, two research questions will be answered upon the completion of the project: what is the nature of the relationship between consumer religiosity and perceptions of psychological and social risk? What is the role of moral potency in the relationship between consumer religiosity perception of psychological and social risk?

Details

Database :
OAIster
Journal :
Society for Marketing Advances Conference
Notes :
application/pdf
Publication Type :
Electronic Resource
Accession number :
edsoai.on1156810534
Document Type :
Electronic Resource