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| Author: | Veer, E. Shankar, A. |
| Title: | Forgive me, Father, for I did not give full justification for my sins: How religious consumers justify the acquisition of material wealth |
| Journal: | Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 547-560 |
| Index terms: | consumers religion models wealth |
| Freeterms: | materialism models |
| Language: | eng |
| Abstract: | It is shown herein how the purchase of highly materialistic (hereafter as: mat-ic.) goods are justified by high religiosity (herein as: h-r-) consumers. By drawing on the Justification-Suppression Model (JSM), it is shown that h-r-consumers favour advertisements (here as: ads) suppressing the mat-ic. aspects of goods and offering adequate justification for the purchase. Yet, the h-r-consumers dislike ads explicitly focusing on the mat-ic. nature of goods. The results provide insight into how h-r-consumers can acquire material wealth inspite of a pronounced aversion to such practices within their doctrine. |
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