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On the meaning and measurement of religiosity in consumer research

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Abstract

The role of religiousness as a variable in models of consumer behavior is not well-established. Research findings in this area tend to be sparse and conflicting, and measurement issues have yet to be addressed. This article reports on an empirical investigation of religiosity in a causal modeling framework. The results suggest that religiosity is a viable consumer behavior construct in that it (1) did correlate with the life-style variables selected; (2) contributed directly to the model along with sex, age, and income; and (3) was successfully operationalized through multiple measures.

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Authors and Affiliations

  1. Texas Tech University, Texas, USA

    Robert E. Wilkes & Roy D. Howell

  2. Texas A&M University, College Station, USA

    John J. Burnett

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  1. Robert E. Wilkes
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  2. John J. Burnett
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  3. Roy D. Howell
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Wilkes, R.E., Burnett, J.J. & Howell, R.D. On the meaning and measurement of religiosity in consumer research. JAMS 14, 47–56 (1986). https://doi.org/10.1007/BF02722112

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