Gianluigi Guido, M. Irene Prete, Marco Pichierri, Giovanni Pino, Alessandro M. Peluso Beyond Ethical Consumption Religious-like behaviours and marketing habits for fervid attachment to brands, Shopping limerence, political fanaticism PETER LANG Bern «Berlin»Bruxelles»Frankfurt am Main»New York»Oxford».Wien
Contents 1. Religion in consumer buying 1 1.1. An introduction 1 1.2. The study of dimensions of consumers' religious-like behaviours 4 1.2.1. The articulation of the book 8 1.3. Conclusions 14 2. The influenae of religiosity on consumption behaviour 17 2.1. Introduction 17 2.2. Religiosity and consumer behaviour 18 2.3. Measures of religiosity 20 2.4. Shopping motives 22 2.5. Values 24 2.6. Materialism 25 2.7. The Big Five traits of human personality 26 2.8. Research goal 27 2.9. The linkage between religiosity and consumer variables 28 2.9.1. Sampling procedure 28 2.9.2. Measures 28 2.9.3. Results 30 2.10. The profiles of more religious and less religious consumers... 35 2.10.1. Shopping motives of MR and LR subjects 37 2.10.2. Values, materialism, and Big five traits of MR and LR subjects 38 2.11. Discussion and implications 41 3. Developing a scale of fervid attachment to brands in Shopping behaviour 45 3.1. Introduction 45 3.2. Attachment and religiosity 47 3.3. Attachment and extrinsic components of religiosity 54
3.3.1. Sense ofbelonging 54 3.3.2. Rituality 55 3.3.3. Hedonism 55 3.4. Attachment and intrinsic components of religiosity 56 3.4.1. Intimate bond 56 3.4.2. Emotionality 57 3.4.3. Materialism 58 3.5. The dimensions of fervid attachment to brands in Shopping 59 3.6. Aims and objectives 62 3.7. Methodology 62 3.7.1. Procedure and analysis 64 3.7.2. Definition of the construct 65 3.7.3. Item generation 65 3.7.4. Purification of the scale 67 3.7.5. Content validity 67 3.7.6. Internal reliability ofthe scale 68 3.7.7. Criterion validity of the scale 68 3.7.8. Construct validity of the scale 69 3.8. Discussion 70 3.9. Theoretical and managerial implications 72 3.10. Limitations and future research 74 4. Suggestibility and compulsive behaviour in Shopping limerence 77 4.1. Introduction 77 4.2. The State of limerence and its Implementation in marketing 78 4.2.1. The origin of the concept 79 4.2.2. Attachment theory in marketing 80 4.2.3. The limerence State in a consumption process 82 4.2.3.1. The role of consumers' suggestibility 83 4.2.3.2. Limerence as a form of fervid attachment 84 4.2.3.3. The role of passion and fanaticism in compulsive behaviours 85 4.3. The limerence State in a consumption process: A preliminary investigation 87 4.3.1. Research aims 87 4.3.2. Procedure and sample characteristics 88 4.3.3. Main questionnaire 89 vi
4.4. Results and discussion 91 4.5. Theoretical and operational implications 96 4.6. Conclusions and future research 98 5. The sacred and the secular of poütical ideology 101 5.1. Introduction 101 5.2. Hypotheses 104 5.2.1. Values and political preference 104 5.2.2. Religiosity and voting behaviour 106 5.2.3. Consumption behaviour and political orientation 108 5.2.4. Age-related differences and political orientation 110 5.3. Methodology 111 5.3.1. Sample characteristics 111 5.3.2. Measures 112 5.3.2.1. Values 112 5.3.2.2. Religiosity 112 5.3.2.3. Shopping motives 113 5.3.2.4. Voting behaviour 113 5.4. Analysis and results 114 5.4.1. Correlations of individual characteristics with voting preference and age 114 5.4.2. The role of values, religiosity, and Shopping motives in predicting political orientation 116 5.4.2.1. Model 1: Values and political orientation 119 5.4.2.2. Model 2: Levels of religiosity and political orientation 119 5.4.2.3. Model 3: Consumption behaviour and political orientation 119 5.5. Discussion and implications 121 6. Political hypocrisy: Its measurement and effects on voting intentions 125 6.1. Introduction 125 6.2. Political hypocrisy 126 6.3. Research objectives 129 6.4. Methodology 130 6.4.1. Procedura 130 vii
6.4.2. Sample description 132 6.5. Results 133 6.5.1. Political hypocrisy scale Validation 133 6.5.2. Intention to vote and perceived political hypocrisy 137 6.6. General discussion 141 References 145 Authors 177 Index 181 viii