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The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals

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Abstract

This research explores the influence of religiosity on consumer perception of, and response toward, sexual appeals. The first study (survey, national sample; n = 423) examines the relationship between religiosity and consumer response toward sexual appeals using causal modeling. Study 1 finds that high intrinsic religiosity consumers exhibit more adverse ethical judgments toward the company’s use of sexual appeals and these judgments, in turn, result in inferior attitudes and purchase intent toward the advertised brand. To confirm and expand on these findings, the second study (experiment, young adult sample; n = 216) examines the influence of intrinsic religiosity on consumer response toward both sexual and nonsexual appeals. The results show that sexual appeals elicit inferior (superior) ethical judgments, attitudes, and purchase intent among consumers high (low) in intrinsic religiosity. In contrast, nonsexual appeals elicit (un)favorable responses from consumers who are (low) high in intrinsic religiosity.

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Authors and Affiliations

  1. School of Business, University at Albany, SUNY, BA 361, 1400 Washington Avenue, Albany, NY, 12222, USA

    Sanjay Putrevu

  2. University of Texas, Tyler, TX, USA

    Krist Swimberghek

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  1. Sanjay Putrevu
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  2. Krist Swimberghek
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Correspondence to Sanjay Putrevu.

Appendix

Appendix

Sexual Appeal in Study 1

General Instructions in Study 2

Thank you for agreeing to participate in this study.

All your responses are completely confidential. Therefore, please do not provide your name or other identifying information (except age and gender) on this folder or accompanying questionnaire.

When you turn the page, you will see some print advertisements drawn from a college magazine. Please examine the advertisements as you normally do. You will be allowed a maximum of eight (8) minutes to view the various advertisements in this folder. You may finish earlier if you wish.

After you complete viewing the advertisements, you will be asked your opinions about some of the advertisements contained in this folder. Please note that there are no right or wrong answers, we are only interested in your candid opinions.

If you have questions or concerns, please do not hesitate to ask.

Once again, thanks for participating in this advertising study.

Please wait for our signal before proceeding to view the advertisements.

Sexual Appeal in Study 2

Non-Sexual Appeal in Study 2

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Putrevu, S., Swimberghek, K. The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals. J Bus Ethics 115, 351–365 (2013). https://doi.org/10.1007/s10551-012-1399-y

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  • DOI: https://doi.org/10.1007/s10551-012-1399-y

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