Denominational affiliation change: application of the consumer decision model

Denominational affiliation change: application of the consumer decision model

This paper examines religious affiliation change (brand switching) from a consumer decision perspective. It applies three variants of Howard's Consumer Decision Model (CDM) to 14 denominations of religion. The denominations are considered as brands of religion and several hypotheses concerning...

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Veröffentlicht in:The Journal of consumer affairs 1993-12, Vol.27 (2), p.227-257
Hauptverfasser: GOFF, BRENT G., GIBBS, MANTON C.
Format: Artikel
Sprache:eng
Schlagworte:
Affiliation
Atheism
Baptists
Brands
Catholicism
Christian sects
COMPORTAMIENTO DEL CONSUMIDOR
COMPORTEMENT DU CONSOMMATEUR
CONSUMER BEHAVIOUR
CONSUMER PREFERENCES
Consumer research
DECISION MAKING
Decision models
Jehovahs Witnesses
Lutheranism
Membership
Methodism
MODELE
MODELOS
Prior learning
PRISE DE DECISION
Protestantism
RELIGION
Religious beliefs
TOMA DE DECISIONES
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Beschreibung
Zusammenfassung:This paper examines religious affiliation change (brand switching) from a consumer decision perspective. It applies three variants of Howard's Consumer Decision Model (CDM) to 14 denominations of religion. The denominations are considered as brands of religion and several hypotheses concerning the relationships among the CDM variables are tested via path analysis. Application of the CDM to brands of religion is supported. Implications of the results for consumer theory and consumers' interests are discussed.
ISSN:0022-0078
1745-6606
DOI:10.1111/j.1745-6606.1993.tb00747.x