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This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes.

Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables.

Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant.

This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations.

Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition.

This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.

Marketing students need better grounding in understanding major worldviews of the twenty-first century, given nearly guaranteed, international interactions with stakeholders. As such, the purpose of this paper is to develop a pedagogy focused upon secular and religious worldviews that can be used effectively in the classroom.

A cross-cultural study using data from the USA and China examines current worldview understanding among business school students. A training session in worldviews is then conducted, and a follow-up study is used to assess worldview learning and further interest in learning more about worldviews.

Student understanding of worldviews is increased through a 1.5-h teaching session. Students’ interest in learning more about worldviews significantly increased after the teaching session.

Worldview training is an effective way to prepare students for interacting with stakeholders in the increasingly global world in which these students will eventually work. Business schools need to incorporate worldview training in international marketing courses, at a minimum, or offer complete courses in worldviews and related applications to business operations.

Prior research has not tested worldview training on business students, especially when comparing student learning in a more religious-based culture (USA) and a more secular-based culture (China). Thus, this research shows that worldview training is effective regardless of the culture it is used in, which is important to informing students in a growing global marketplace.

The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.

The study uses three experimental studies to investigate this relationship.

Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed.

The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems.

Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands.

While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Four experiments were conducted that examined how religiosity affected consumers’ responses (attitude toward the product, purchase intentions and brand trust) to rational versus emotional ad appeals, and how perceived fit between the ad appeal type and consumers’ information processing style mediated the effects.

The results show that consumers low in religiosity respond more favorably to rational (vs emotional) appeals because of these types of appeals being more congruent with their rational information processing style. In addition, there is no difference in consumer responses toward rational and emotional appeals for individuals high in religiosity.

In this research, the authors only used surveys and measured behavioral intentions rather than actual behaviors. Thus, future research should measure actual behaviors in the field to enhance the external validity of the observed effects. In addition, this research samples one primary culture that is more representative of Judeo-Christian religious beliefs. Therefore, future research should sample from other cultures and religious groups.

The results suggest that marketers should use rational rather than emotional appeals in their marketing communications to low religiosity consumers (identifiable through such means as demographic data for geographic regions or self-identified classifications on social media). Marketers can also prime low religiosity in their messages (e.g. using words such as “evolution”) and, when doing so, should couple that prime with a rational (vs emotional) appeal.

This research is novel in that it is the first, to the best of the authors’ knowledge, to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely investigation into this conflict between marketplace inclusion (for LGBTQ consumers) and freedom of religion (for religious service providers).

The intersection of marketplace inclusion for LGBTQ consumers and religious freedom for service providers is examined by identifying appropriate strategies that address this conflict and reviewing how differing religious perspectives influence perceptions of LGBTQ consumer rights, all building off the social identity threat literature.

LGBTQ and religious identities often conflict to influence consumer behavior and service provider interactions. Such conflict is heightened when there is a lack of substitutes (i.e. only one service provider in an area for a specific service). Common LGBTQ consumer responses include changing service providers, providing justification for the provision of services and pursing legal recourse. Suggested strategies to address this conflict include highlighting common social identities and using two-sided messages for service providers, using in-group interventions for social groups and using government interventions for public policy.

Research has yet to examine the conflict between marketplace inclusion and religious freedom, particularly for the inclusion of LGBTQ consumers. Thus, this paper provides a novel conceptual model detailing these relationships to stimulate discussion among consumers, service providers, social groups and public policy in addition to serving as a foundation for future research.

Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service business influences consumers’ evaluations of the service business.

Three experiments were conducted to examine how the adoption of a gun control policy by a service business influences consumers’ brand favorability of that service business and how value congruence (i.e. the alignment between a consumer’s own personal values and perceptions of the brand’s values) is the underlying mechanism.

This study documents several major findings. First, the authors find that the adoption of a gun control policy by a service business increases consumers’ brand favorability. Second, the authors highlight a boundary condition to this effect, such that a gun control policy actually decreases consumers’ brand favorability for people high (vs low) in support for gun rights. Third, the authors show that value congruence is the psychological process underlying these effects. Fourth, the authors generalize the focal effects to a real-world brand and demonstrate that the adoption of a gun control policy increases brand favorability for consumers low (vs high) in patronage behavior of the brand. Finally, the authors find that a pioneer brand strategy in the adoption of a gun control policy significantly increases brand favorability, whereas a follower brand strategy in the adoption of such a policy is less effective.

To the best of the authors’ knowledge, this research is the first to provide critical insight to service businesses as to how their position regarding guns influences consumers’ evaluations of the service business.

The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence.

Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants were asked to indicate product-personality congruence (i.e. congruence between one’s self and the product) and user-image congruence (i.e. congruence between a product’s typical user and the product) for two private and two public products.

Two types of congruence (product-personality and user-image) positively influence brand evaluations more for publicly consumed than for privately consumed brands for consumers in both Latin cultures, with effect sizes being greater than prior research in other cultures.

This research supports congruence theory in showing that similarity between a consumer and a brand leads to more favorable attitudes. Limitations include the sole use of student subjects and examination in only two countries of Latin culture.

Regardless of a brand’s personality, brands should seek consumers with similar personality traits, especially in Latin cultures.

This research addresses several limitations in prior research by examining both publicly and privately consumed products in one study, exploring congruence across Latin cultures, and testing products not confounded by addictive properties.

The purpose of this paper is to examine the risk of unintended pregnancy among women during Cook County Jail intake by assessing basic contraceptive history, the need for emergency contraception (EC) at intake, and contraception at release.

This is a cross-sectional study of women 18–50 years old at Cook County Jail in Chicago, Illinois from June 2011 through August 2012. The authors administered the survey at the time of intake on 33 convenient evenings. Surveys consisted of multiple-choice close-ended questions administered via interview. Topics included contraceptive use, pregnancy risk and pregnancy desire. The authors computed frequencies to describe the distribution of question responses and used logistic regression modeling to identify factors significantly related to the use of contraception at intake and to the acceptance of contraception at release.

Overall, 194 women participated. Excluding women not at risk for pregnancy (4.6 percent currently pregnant, 17.5 percent surgically sterilized/postmenopausal and 4.6 percent using long-acting reversible contraceptives), 73.2 percent of women were at risk for pregnancy (n = 142) and, therefore, had a potential need for contraception. Among these women at risk for unintended pregnancy, 68 (47.9 percent) had unprotected intercourse within five days prior to survey administration. When asked about EC, most women (81.4 percent) would be interested if available. Additionally, 141 (72.7 percent) of women would be interested in contraceptive supplies if provided free at release.

Newly incarcerated women are at high risk for unintended pregnancy. Knowledge about EC and ability to access birth control services are both significantly limited. These conclusions support providing an intake screening in jails to identify women at risk for unintended pregnancy.

This study aims to build on Gee’s (2003) earlier question exploring specifically the learning processes associated with broadening cultural empathy and exploring personal bias through gameplay in the role-playing game, Oblivion.

Methodology for this case study (Stake, 1995) was informed by narrative (Reissman, 2001) methods that focused on collecting descriptions of the unique experiences of participants while being engaged in gameplay and their personal reflections synthesizing game-based engagement and course content. “Narrative research offers the possibility of exploring nuances and interrelationships among aspects of experience that the reader might better understand other related situations” (Josselson, p. 239). Our study focused on using narrative research methods to examine embodiment within the fictional world of the game as an experiential participatory-learning experience.

All participants indicated that the most salient learning experiences of the course was playing the game. The process participants underwent the experience of an event in the game and linked this gaming experience to their personal real-life reaction combined with emotions and thoughts. They then self-reflected on those reactions, which cumulatively contributed to self-reported increased self-awareness in the areas of personal bias, stereotypes, attitudes, values, beliefs and privilege. Three themes were identified from the data, namely, increase or variance in levels of self-awareness, navigating unfamiliar cultural systems and increased understanding and cognitive empathy for others. In addition, a fourth additional theme of embodiment and the value of embodiment were identified.

Lacking in the findings were reports by participants regarding application of skills to different cultural populations. Future research will focus on how integration of application of skills can be facilitated using similar pedagogical practices. Because this study included a small number of participants who were counseling students in a master’s program, the applicability of the findings to other student populations is limited. Further research would need to determine whether or not the findings could be replicated with other types of students.

Embedding the intervention within the structure of a course appeared to provide a supportive and safe space for experiencing embodied selves, it also provided a mode for performing their future selves for and with colleagues experiencing similar situations. In this way, they were able to venture with and among their colleagues toward a fuller understanding of self, and particularly in conjunction to diverse populations. These features of the intervention appeared to work in concert together holistically affording a space where they could be vulnerable enough, open enough, to begin questioning their central thoughts and beliefs and increase their empathy for others who are different.

Using the game of Oblivion allowed our students to have an embodied experience in a virtual space where they got to experience being in a completely different culture and experience culture shock. They had to make decisions that forced them to review their belief systems, go against their belief systems, or explore options that were against their belief systems in a safe way with no real-life repercussions. This embodied experience allowed our participants to engage in behaviors that none would dare to do in their real world and provided a comfort zone to explore taboo subjects.

Embedding the game within the curriculum encouraged participants to experience feelings of embodied empathy (Gee, 2010). Oblivion assisted in this process by providing participants the opportunity to gain entry into a unique designed world, a realistic but pseudo-cultural world replete with social and institutional structures both familiar and foreign to their real life. This appeared to provide a realistic manifestation of self, positioning participants toward experiencing embodied empathy for the designed scenarios in the game.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.