Article2015

In Advertising We Trust: Religiosity's Influence on Marketplace and Relational Trust

106 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Halal products and consumer behavior

Abstract

Trust is a critical component of marketing for both brands and consumers. Competing theories suggest that high-religiosity consumers could be either more or less trusting of marketing. Thus, this article explores religiosity's influence on broad marketplace trust that influences more specific relational trust in the context of advertising messages. Study 1 shows that marketplace and relational trust positively mediate the relationship between religiosity and product evaluations. Studies 2 and 3 test moderators to this relationship based on three dimensions of religiosity: affective, behavioral, and cognitive.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1994The Commitment-Trust Theory of Relationship Marketing 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1998The Psychology of Religion and Coping 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 1997The psychology of religion and coping: theory, research, practice 2002Religion and the five factors of personality: a meta-analytic review

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