CHAPTER 6

Comparing Belief Systems: Influences on Behavioral Economics

Although it is important to understand how specific religious affiliations influence consumer behavior, it is equally important to know how the behaviors of one religion compare to those of another. These comparisons become even more important when a business’ target market is composed of a variety of religious groups, and the business needs to please and appeal to all religious groups. This chapter explores these interrelationships among religious affiliations as well as the influence of religiosity on consumer behavior. In particular, the behaviors in this chapter are explored from the perspective of academic research that has tested and validated the pivotal relationship ...

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