Belief Systems, Religion, and Behavioral Economics : Marketing in Multicultural Environments

Religion is a topic that businesses often ignore, in spite of 70% of the world being religious. Whether the silence results from the taboo nature of the topic or the thought that religion is a separate domain from consumption and business, the scant attention cannot be denied. Many do not realize or simply resist the idea that religion is a key contributor to a consumer's core values, which then contribute to consumption decisions, voting practices, reaction to pro-social messages and public policy, as well as donating behavior.The field of behavioral economics discusses how various social and