The strange bedfellows of packaging cues and religiosity
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pretest that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to selfidentity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.
Abstract
Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pretest that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to selfidentity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.
참고문헌 (61)
- Aaker, J. L., "Nontarget markets and viewer distinctiveness : The impact of target marketing on advertising attitudes", Journal of Consumer Psychology, 9(3), pp.127~140 (2000)[DOI]
- Aday, M. S., "Understanding the buying behaviour of young consumers regarding packaging attributes and labels", International Journal of Consumer Studies, 38(4), pp.285~393 (2014)[DOI]
- Al-Olayan, F. S., "A content analysis of magazine advertisements from the United States and the Arab world", Journal of Advertising, 29(3), pp.69~82 (2000)[DOI]
- Ampuero, O., "Consumer perceptions of product packaging", Journal of Consumer Marketing, 23(2), pp.100~112 (2006)[DOI]
- Bailey, J. M., "The effects of religious affiliation on consumer behavior : A preliminary investigation", Journal of Managerial Issues, 5(3), pp.328~352 (1993)[DOI]
- Bakar, A., "The effects of religious symbols in product packaging on Muslim consumer responses", Australasian Marketing Journal, 21(3), pp.198~204 (2013)[DOI]
- Baruk, A. I., "Polish final purchasers’ expectations towards the features of dairy product packaging in the context of buying decisions", British Food Journal, 117(1), pp.178~194 (2015)[DOI]
- Bashir, D. A. H. M., "Property rights, institutions and economic development : An Islamic perspective", Humanomics, 18(3), pp.75~91 (2002)[DOI]
- Bottomley, P. A., "Do we really know how consumers evaluate brand extensions", Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), pp.494~500 (2001)[DOI]
- Brunner, C. B., "Impact of symbolic product design on brand evaluations", Journal of Product & Brand Management, 25(3), pp.307~320 (2016)[DOI]
- Burbank, P., "Symbolic interactionism and critical perspective : Divergent or synergistic", Nursing Philosophy, 11(1), pp.25~41 (2009)[DOI]
- Chandon, P., "Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase", Journal of Marketing, 73(6), pp.1~17 (2009)[DOI]
- Jesper Clement, "Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design", Journal of Marketing Management, 23(9-10), pp.917~928 (2007), Informa UK Limited[DOI]
- Delener, N., "The effects of religious factors on perceived risk in durable goods purchase decisions", Journal of Consumer Marketing, 7(3), pp.27~38 (1990)[DOI]
- Deshpandé, R., "A tale of two cities : Distinctiveness theory and advertising effectiveness", Journal of Marketing Research, 31(1), pp.57~64 (1994)[DOI]
- Dichter, E, "The package and the label" (1957), Packaging Carton Research Council
- Dotson, M. J., "Religious symbols as peripheral cues in advertising, a replication of the elaboration likelihood model", Journal of Business Research, 48(1), pp.63~68 (2000)[DOI]
- Nittin Essoo, "Religious Influences on Shopping Behaviour: An Exploratory Study", Journal of Marketing Management, 20(7-8), pp.683~712 (2004), Informa UK Limited[DOI]
- Forehand, M. R., "Identity salience and the influence of differential activation of the social self-schema on advertising response", Journal of Applied Psychology, 87(6), pp.1086~1099 (2002)[DOI]
- Geertz, C., "The interpretation of cultures: Selected essays" (1973), Basic Books
- Hammerl, M., "Attribution of symbolic brand meaning : The interplay of consumers, brands and reference groups", Journal of Consumer Marketing, 33(1), pp.32~40 (2016)[DOI]
- Henley, J. W. H., "The effects of symbol product relevance and religiosity on consumer perceptions of Christian symbols in advertising", Journal of Current Issues & Research in Advertising, 31(1), pp.89~103 (2009)[DOI]
- Herm, S., "Two routes to brand recognition in product design, a new method to examine explicit and implicit cues", 40th EMAC Conference, pp.1~7 (2011), Faculty of Economics, University of Ljubliana, Ljubliana, Slovenia Faculty of Economics, University of Ljubliana
- Hirschman, E. C., "Religious differences in cognitions regarding novelty seeking and information transfer", Advances in Consumer Research, 9, pp.228~233 (1982)
- Hirschman, E. C., "Religious affiliation and consumption processes : An initial paradigm", Research in Marketing, 6, pp.131~170 (1983)
- Kacen, J. J., "Spontaneous selection : The influence of product and retailing factors on consumer impulse purchases", Journal of Retailing and Consumer Services, 19(6), pp.578~588 (2012)[DOI]
- Kapferer, J. N., "Brand cofusion-Empirical study of a legal concept", Psychology & Marketing, 12(6), pp.551~568 (1995)[DOI]
- Shopper survey: Understanding first time brand purchase and distinctive elements in packaging, "Kapulski, N.", Ehrenberg-Bass Institute for Marketing Science, University of South Australia, ~ (2010)
- Khan, H., "Localising the packaging of foreign food brands : A case of Muslim consumers in Pakistan", Journal of Product and Brand Management, 24(4), pp.386~398 (2015)[DOI]
- Leigh, J. H., "Symbolic interactionsim : Its effects on consumer behaviour and implications for marketing strategy", Journal of Consumer Marketing, 9(1), pp.27~38 (1992)[DOI]
- Mallia, K. L., "From the sacred to the profane : A critical analysis of the changing nature of religious imagery in advertising", Journal of Media and Religion, 8(3), pp.172~190 (2009)[DOI]
- McDaniel, S. W., "Consumer religiosity and retail store evaluative criteria", Journal of the Academy of Marketing Science, 18(2), pp.101~112 (1990)[DOI]
- McFadden, D., "The choice theory approach to marketing research", Marketing Science, 5(4), pp.275~297 (1986)[DOI]
- McGuire, W. J., "Search for the self: Going beyond self-esteem and the reactive self" (1984), Academic Press
- McGuire, W. J., "Salience of ethnicity in the spontaneous self-concept as a function of one’s ethnic distinctiveness in the social environment", Journal of Personality and Social Psychology, 36(5), pp.511~520 (1978)[DOI]
- Meyer, M., "Attention shoppers", Marketing and Media Decisions, 23, pp.67~70 (1988)
- Penteado, C, "Brazilian ad irks church", Advertising Age, 11 (1998), Business Source Premier Database[DOI]
- Pieters, R., "Visual attention during brand choice : The impact of time pressure and task motivation", International Journal of Research in Marketing, 16(1), pp.1~16 (1999)[DOI]
- Pilditch, J., "The Silent Salesman" (1957), Harper and Row
- Rao, A. R., "How to fight a price war", Harvard Business Review, 78(2), pp.107~120 (2000)
- Rao, C. P., "Marketing and multicultural diversity" (2006), Ashgate Publishing
- Rodhain, A., "The child–brand relationship : Social interactions matter", Journal of Product & Brand Management, 25(1), pp.84~97 (2016)[DOI]
- Russell, D. W., "Explicit and implicit catalysts of consumer resistance : The effects of animosity, cultural salience and country-of-origin on subsequent choice", International Journal of Research in Marketing, 23(3), pp.321~331 (2006)[DOI]
- Sandikci, Ö., "Veiling in style, how does a stigmatized practice become fashionable", Journal of Consumer Research, 37(1), pp.15~36 (2010)[DOI]
- Sharif, M., "Application of Islamic economic system in a contemporary economy: An illustration with poverty and inequity in the USA", Humanomics, 19(3, pp.4) (2003), 41~54
- Sharp, B., "How brands grow, what marketers don’t know" (2010), Oxford University Press
- Shott, S., "Emotion and social life : A symbolic interactionist analysis", American Journal of Sociology, 84(6), pp.1317~1334 (1979)[DOI]
- Silayoi, P., "The importance of packaging attributes : A conjoint analysis approach", European Journal of Marketing, 41(11), pp.1495~1517 (2007)[DOI]
- Simmons, L. C., "Cultural superstitions and the price endings used in Chinese advertising", Journal of International Marketing, 11(2), pp.101~111 (2003)[DOI]
- Solomon, M. R., "The role of products as social stimuli : A symbolic interactionism perspective", Journal of Consumer Research, 10(3), pp.319~329 (1983)[DOI]
- Swimberghe, K., "An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions", Journal of Consumer Marketing, 26(5), pp.340~347 (2009)[DOI]
- Taylor, V. A., "Consumer responses to christian religious symbols in advertising", Journal of Advertising, 39(2), pp.79~92 (2010)[DOI]
- Train, K., "Discrete choice methods with simulation" (2003), Cambridge University Press
- Underwood, R. L., "The communicative power of product packaging : Creating brand identity via lived and mediated experience", Journal of Marketing Theory and Practice, 11(1), pp.62~76 (2003)[DOI]
- Underwood, R. L., "Packaging communication : Attentional effects of product imagery", Journal of Product & Brand Management, 10(7), pp.403~422 (2001)[DOI]
- Vartan, C., "Winning the supermarket war, packaging as a weapon", Marketing Communications, 12, pp.31~36 (1987)
- Vitell, S. J., "Religiosity and consumer ethics", Journal of Business Ethics, 57(2), pp.175~181 (2005)[DOI]
- Weber, K., "The effects of acculturation, social distinctiveness, and social presence in a service failure situation", International Journal of Hospitality Management, 56, pp.44~55 (2016)[DOI]
- Weisbuch-Remington, M., "The nonconscious influence of religious symbols in motivated performance situations", Personality and Social Psychology Bulletin, 31(9), pp.1203~ (2005)[DOI]
- Whittler, T. E., "Viewers’ processing of actor’s race and message claims in advertising stimuli", Psychology & Marketing, 6(4), pp.287~309 (1989)[DOI]
- Wilkes, R. E., "On the meaning and measurement of religiosity in consumer research", Journal of the Academy of Marketing Science, 14(1), pp.47~56 (1986)[DOI]
