The influence of religion on attitudes towards the advertising of controversial products

Kim Shyan Fam (Department of Marketing and International Management, University of Waikato, Hamilton, New Zealand)
David S. Waller (School of Marketing, University of Technology, Sydney, NSW, Australia)
B. Zafer Erdogan (Bilecik School of Economics and Business Administration, Dumlupinar University, Bilecik, Turkey)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 May 2004


In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.



Kim Shyan Fam, David S. Waller and B. Zafer Erdogan (2004) "The influence of religion on attitudes towards the advertising of controversial products", European Journal of Marketing, Vol. 38 No. 5/6, pp. 537-555

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Copyright © 2004, Emerald Group Publishing Limited

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