The Effects of Symbol Product Relevance and Religiosity on Consumer Perceptions of Christian Symbols in Advertising

Abstract

This research supports and extends the theoretical foundation of relevant associative linkages via examination of the effects of Christian cues or symbols on relevant and irrelevant symbol product ad evaluations. Results indicate that a relevant Christian symbol product linkage supports the basic premises of associative linkage theory with significant positive ad evaluative efficacy (Aad, Ab, and PI) while an irrelevant Christian symbol product linkage has a significant negative impact on ad evaluative efficacy. In addition, the study also indicates that religiosity and gender of the respondent has a significant moderating impact on the evaluation of an ad that has a Christian symbol under relevant symbol product linkage conditions. Moreover, and possibly most significantly, the interaction effect between relevancy and religiosity indicates that this interplay combines to significantly affect the diagnostic efficacy of the ad for relevant symbol product linkages. Overall, results indicate the need for practitioners to carefully choose a relevant context when co-opting Christian symbols for their advertisements and to avoid indiscriminate use of Christian symbols in ads while also considering the religiosity of the target audience.