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🎙️✨ Welcome to Revise and Resubmit! ✨🎙️
Hey there, marketing mavericks and meaning-seekers! 🎯🛍️ You’re tuned into another soul-searching, market-mapping episode of Revise and Resubmit, where the world of high-impact academic research gets a fresh, fun, and thought-provoking twist. 🧠📚
Today’s question isn’t just about what you buy. It’s about who you are when you buy it. 🧳⛪🛒
Are you a shopper—or a seeker? A customer—or a believer?
🕊️ In this episode, we explore how brands don’t just sell products anymore. They sell values. They sell identity. They sell something sacred.
We’re breaking down the powerful new commentary:
📄 "From believer to buyer: How brands leverage religious values to connect with consumers", authored by Taylor Ke Lai, Keisha M. Cutright, and Gavan J. Fitzsimons. 🙌
Published on June 18, 2025, in the FT50-listed Journal of Consumer Psychology, and brought to you by Wiley on behalf of the Society for Consumer Psychology. 🎓✨
Building on groundbreaking work by Aglozo and Cohen, this paper uncovers the smart—and sometimes slippery—ways brands align themselves with religious values through:
👥 People-based associations
📍 Place-based meaning
🔗 Brand networks
⚙️ Activities and rituals
But it doesn’t stop there. It also warns: this isn't marketing on autopilot. It’s identity-sensitive terrain. One wrong move, and that heartfelt halo could turn into a PR firestorm. 🔥💬💔
The authors reveal how religious values influence behavior depending on context—identity salience, internalized beliefs, even competing consumption norms all shape what happens at the checkout line. 🧾🧠
🙏 A heartfelt thank you to Lai, Cutright, and Fitzsimons, and to Wiley and the Society for Consumer Psychology for publishing this timely, and deeply relevant work in the elite FT50 journal Journal of Consumer Psychology. 🏅📊
🎧 If you're loving the blend of consumer behavior and cultural meaning, then smash that subscribe button on Revise and Resubmit via Spotify, 📺 YouTube's Weekend Researcher, 📱 Amazon Prime, and 🍏 Apple Podcasts. We’re where big ideas go to grow. 🌱🚀
And here’s a question to keep your brain buzzing:
💭 If brands are now speaking the language of faith—are they building deeper connections… or just learning to whisper where it echoes the loudest? 🤔⛪🧃
Reference
Target Article: Religious Values and Consumer Behavior. By Eric Y. Aglozo, Adam Cohen. doi: 10.1002/jcpy.1464.
Commentary 1: A Common-Sense Commentary on Religious Values and Consumer Behavior. By Lisa Bolton. doi: 10.1002/jcpy.1463.
Commentary 2: From believer to buyer: How brands leverage religious values to connect with consumers. By Taylor Ke Lai, Keisha Cutright, Gavan Fitzsimons. https://doi.org/10.1002/jcpy.1465
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