The influence of religion on the assessment of the advertisements. (c2013)

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.