European Journal of Marketing, vol.38, no.5-6, pp.537-555, 2004 (Scopus)
© 2004, Emerald Group Publishing Limited.In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.