购物与宗教
文章来源:未知 文章作者:meng 发布时间:2010-11-16 03:04 字体: [ ]  进入论坛
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Marketers hope to connect between the consumer and the products they represent by creating a strong brand identity. Now a Tel Aviv University researcher is giving marketers a heavenly new angle to consider ― religious faith ― on which to build their advertising1 strategies. Prof. Ron Shachar of Tel Aviv University's Leon Recanati Graduate School of Business Administration says that a consumer's religiosity has a large impact on his likelihood for choosing particular brands. Comsumers who are deeply religious are less likely to display an explicit2(明确的,清楚的) preference for a particular brand, while more secular3 populations are more prone4 to define their self-worth through loyalty5 to corporate6 brands instead of religious denominations7(面额,名称) .

This research, in collaboration8 with Duke University and New York University scientists, recently appeared in the journal Marketing9 Science.

Crucifix, Star of David or Nike Swoosh?

There is considerable statistical10 evidence that consumers buy particular brands to express who they are to the outside world, Prof. Shachar says. From clothing choices to cultural events, people communicate their personalities11 and values through their purchases.

Prof. Shachar and his fellow researchers decided12 to study the relationship between religiosity and brand reliance.

Focusing on the U.S., the team conducted both field and lab experiments. In the field study, they collected state-level and county-level data on the number of major-brand stores (e.g. Apple, Macy's and Gap) per capita and correlated this with the number of religious congregations(集会) per thousand people, as well as with individuals who reported frequent attendance at church or synagogue(犹太教堂) . Adjusting for economic, educational and urbanization factors, the team found a negative correlation13 between religiousness and brand choice.

In the lab experiment, college students were divided into two groups. The first group was asked to write a short essay about what religion means to them personally, while the second group wrote a more casual essay about their day. Both groups then participated in a simulated shopping experience that offered both national and store brands, including items such as sunglasses, fashion accessories(流行饰品) , batteries and pain reliever medications. This was coupled with an internet study, in which over 300 participants were asked to write about their religious practices and then went through the same simulated shopping experience.

Where religions block the brand

Researchers discovered that those participants who wrote about their religion prior to the shopping experience were less likely to pick national brands when it came to products linked to appearance or self-expression ― specifically, products which reflected status, such as fashion accessories and items of clothing. For people who weren't deeply religious, corporate logos often took the place of religious symbols like a crucifix(十字架) or Star of David, providing feelings of self-worth and well-being14. According to Prof. Shachar, two additonal lab experiments done by this research team have demonstrated that like religiousity, consumers use brands to express their sense of self-worth.

Next, he and his fellow researchers hope to clarify how the relationship between advertising and religion affects branding in international markets like Asia and Europe, considering whether a strong religious presence in a particular geographical15 area might block the expansion of brands. "This seems to be the case," he suggests, "but that is a question we are trying to explore right now."



点击收听单词发音收听单词发音  

1 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
2 explicit IhFzc     
adj.详述的,明确的;坦率的;显然的
参考例句:
  • She was quite explicit about why she left.她对自己离去的原因直言不讳。
  • He avoids the explicit answer to us.他避免给我们明确的回答。
3 secular GZmxM     
n.牧师,凡人;adj.世俗的,现世的,不朽的
参考例句:
  • We live in an increasingly secular society.我们生活在一个日益非宗教的社会。
  • Britain is a plural society in which the secular predominates.英国是个世俗主导的多元社会。
4 prone 50bzu     
adj.(to)易于…的,很可能…的;俯卧的
参考例句:
  • Some people are prone to jump to hasty conclusions.有些人往往作出轻率的结论。
  • He is prone to lose his temper when people disagree with him.人家一不同意他的意见,他就发脾气。
5 loyalty gA9xu     
n.忠诚,忠心
参考例句:
  • She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
  • His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。
6 corporate 7olzl     
adj.共同的,全体的;公司的,企业的
参考例句:
  • This is our corporate responsibility.这是我们共同的责任。
  • His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。
7 denominations f2a750794effb127cad2d6b3b9598654     
n.宗派( denomination的名词复数 );教派;面额;名称
参考例句:
  • Christians of all denominations attended the conference. 基督教所有教派的人都出席了这次会议。
  • The service was attended by Christians of all denominations. 这次礼拜仪式各教派的基督徒都参加了。 来自《简明英汉词典》
8 collaboration bW7yD     
n.合作,协作;勾结
参考例句:
  • The two companies are working in close collaboration each other.这两家公司密切合作。
  • He was shot for collaboration with the enemy.他因通敌而被枪毙了。
9 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
10 statistical bu3wa     
adj.统计的,统计学的
参考例句:
  • He showed the price fluctuations in a statistical table.他用统计表显示价格的波动。
  • They're making detailed statistical analysis.他们正在做具体的统计分析。
11 personalities ylOzsg     
n. 诽谤,(对某人容貌、性格等所进行的)人身攻击; 人身攻击;人格, 个性, 名人( personality的名词复数 )
参考例句:
  • There seemed to be a degree of personalities in her remarks.她话里有些人身攻击的成分。
  • Personalities are not in good taste in general conversation.在一般的谈话中诽谤他人是不高尚的。
12 decided lvqzZd     
adj.决定了的,坚决的;明显的,明确的
参考例句:
  • This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
  • There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。
13 correlation Rogzg     
n.相互关系,相关,关连
参考例句:
  • The second group of measurements had a high correlation with the first.第二组测量数据与第一组高度相关。
  • A high correlation exists in America between education and economic position.教育和经济地位在美国有极密切的关系。
14 well-being Fe3zbn     
n.安康,安乐,幸福
参考例句:
  • He always has the well-being of the masses at heart.他总是把群众的疾苦挂在心上。
  • My concern for their well-being was misunderstood as interference.我关心他们的幸福,却被误解为多管闲事。
15 geographical Cgjxb     
adj.地理的;地区(性)的
参考例句:
  • The current survey will have a wider geographical spread.当前的调查将在更广泛的地域范围內进行。
  • These birds have a wide geographical distribution.这些鸟的地理分布很广。
TAG标签: brands consumer religious
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