But researchers at University of Wyoming caution the effects depend on whether the shopper is affectively or cognitively religious. People whose faith is primarily affective would strongly agree with statements like, “God is an important influence in my life.” The affectively religious take comfort in a personal relationship with a divine being. On the other hand, those whose faith is primarily cognitive would strongly agree with statements like, “The scripture of my religious affiliation is the word of God.” These consumers take comfort in adhering to a firm set of required and forbidden behaviors integral to the religion.
Religiosity is associated with shopper conservatism and self-control. Research based at University of North Florida found that consumers who are more religious are more likely to be repeat store customers. This was true whether the religious folks were Protestants, Catholics, or Buddhists—the three faiths represented in the study sample. Consumers showing lower levels of religiosity or declaring themselves to be non-religious were more likely to switch stores from one shopping trip to the next.
In addition, religious shoppers are more likely to be consistent tightwads than are non-religious shoppers. But other research evidence has defined tightwads as believing they should be spending more. Loosening up the self-control a bit could profitably serve both the shopper and your bottom line.
The inquiry about differences between the affectively and cognitively religious discovered that with the affectively religious, commenting on religious beliefs in the purchase situation led to a strengthening of the self-control. With the cognitively religious, it relaxed self-control. Listening to how your shoppers evidence their religious beliefs helps you select a proper sales approach.
Also disentangle the effects of religiosity, spirituality, and ethicality. Researchers at Appalachian State University and University of Nevada-Reno administered a Human Spirituality Scale asking how strongly one agrees with items reflecting a reverent compassion for the welfare of others, a larger context or structure in which to view one's life, and an awareness of life itself and other living things The participants were also presented with a set of situations measuring business ethics. Overall, those scoring highest on the HSS showed the lowest adherence to business ethics.
For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology
Click below for more:
Loosen Up Tightwads’ Wallets
React When Faced with Reactance
Maintain Customer Faith
Cheat the Notion Spirituality Means Honesty
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