CHAPTER 7

Comparing Belief Systems: Influences on Consumers

Although the research on religion and consumer behavior is limited, the field of psychology has much more research on religion and general behaviors. This chapter explores some of the key findings from this research in psychology and provides discussion on how these general behaviors lead to differences in consumer behavior and influence the field of behavioral economics.

Similar to the previous chapter on religion, consumer behavior, and behavioral economics, the values → attitudes → behaviors hierarchy plays a critical role in understanding the relationship between religion and psychological behavior. Again, religious values that are derived from religious scriptures and teachings ...

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