Marketing Research Seminar Series

Ort: Wirtschaftsuniversität Wien TC.3.12 am 12. April 2018 Startet um 13:00 Endet um 15:00

Veranstalter Department Department of Marketing

Zeynep Gürhan Canli, Koc University (TR) about "Differential Impacts of God and Religion on Prosocial Intentions".

The „Marketing Research Seminar Series“ helps to connect our Faculty with international scholars from the Marketing field. Influential researchers from the world‘s top universities are invited to present their latest research and to discuss the current trends and developments in all major areas of marketing.

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Abstract:

This research shows that the two most prevalent religious constructs—God and religion—differentially impact cognition. Activating thoughts about God (vs. religion) triggers a relatively more abstract (vs. concrete) thinking. Consequently, after exposure to God (vs. religion), consumers comply more with donation requests that are abstractly (vs. concretely) framed or that involve higher (vs. lower) psychological distance. When donation requests involve multiple dimensions of distance simultaneously, these effects hold for low or high distance on both dimensions. When multiple dimensions differ on distance, however, the level of mental construal—and, the proposed effect—is moderated by cultural orientation. Among Westerners (vs. non-Westerners), an increase in distance on social (vs. temporal) dimension exerts significantly higher mental abstraction. Consequently, priming God (vs. religion) leads Westerners to respond more favorably to requests that involve high social yet low temporal (vs. high temporal yet low social) distance. This effect reverses among non-Westerners. Overall, these findings significantly contribute to research on the role of religion in consumer behavior by developing a construal-based model of the psychological impacts of religion and God, and to construal level theory by revealing the moderating role of culture on the impact of different dimensions of psychological distance on mental construal.

Further information about Zeynep Gürhan Canli



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