How religiosity influences consumption: The impact of consumer religiosity on perceptions of psychological and social risk

Baazeem, Thamer Ahmad S. (2015) How religiosity influences consumption: The impact of consumer religiosity on perceptions of psychological and social risk. PhD thesis, Queensland University of Technology.


For some people, religion is an important influence in decision-making. This thesis investigates the relationship between the religiosity of consumers and their perceived risk in adopting new products. Two studies gathered data from religious consumers living in Saudi Arabia, Australia, Canada, New Zealand, the UK and the USA. The results confirm the significant impact of religion on perceived risk, and suggest why this may lead to delays in adoption. Theoretically, these studies provide a better explanation of how religion influences consumption decisions, and offer brand managers options to improve the adoption of new products in religious markets.

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144 since deposited on 18 Sep 2015
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ID Code: 85980
Item Type: QUT Thesis (PhD)
Supervisor: Neale, Larry, Mortimer, Gary, & Bougoure, Ursula-Sigrid
Keywords: Marketing, Consumption, Consumer religiosity, Perception, Psychological risk, Social risk, Moral potency, Religion
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 18 Sep 2015 06:55
Last Modified: 18 Sep 2015 07:18

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