just released study authored by a Grand Valley State University marketing
professor finds a thought provoking connection between shopping and religion.
Although strong religious identities like
those we’ve recently seen at Chick Filet and Hobby Lobby are disconcerting to
some, a faith-based component does appear to be advantageous to such
Kelly Cowart is Assistant Professor
of Marketing a Grand Valley State University.She says companies like Chick Filet or Hobby Lobby with a strong
corporate religious identity are treated by customers with more understanding
and compassion than entities without that faith comp
said “We found that a company that had a religious affiliation would be given
somewhat of a break, especially when things don’t go to a customer’s liking. I
think the real nugget here is that identity can make a difference whether it
was a Christian based organization, an Islamic based organization.The religion specifically didn’t make a
Cowart says stores with that religious identity were more likely to find
empathy from patrons when they were closed for, say, a religious holiday like Easter
Cowart collaborated with the
University of Texas at El Paso and Florida State University in the study.
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