Prior research has shown that religiosity influences consumer skepticism, but such research has lacked examination of the breadth of this effect and isolation of this effect by manipulating religion. Three studies explore this relationship. Study 1 shows that advertising skepticism mediates the...

Purpose: 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. Design/methodology/approach: Participants...

Purpose: The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products. Design/methodology/approach: The study uses three experimental studies to investigate this relationship. Findings: Study 1 shows that religiosity influences...