Abstract:
Religion plays a significant role in the way consumers perceive the advertising of
controversial products. Religiosity, or the intensity of one’s religious beliefs, also plays a
major part in establishing how consumers perceive product advertisements. A survey
was completed by a representative sample of the Lebanese population consisting of 527
consumers from the two main religions in the country. The results indicated significant
differences in perceptions between Muslims and Christians, Sunnis and Shiites, and
highly religious versus less religious respondents with regards to the offensiveness of the
advertising of controversial products. These results have significant implications on both
advertisers and marketing managers aiming to expand their field of business in the
Middle East as well as in other international regions where religion plays an integral role
in the society.
