On the meaning and measurement of religiosity in consumer research

Robert E. Wilkes, John J. Burnett, Roy D. Howell

Research output: Contribution to journalArticlepeer-review

247 Scopus citations


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.

Original languageEnglish
Pages (from-to)47-56
Number of pages10
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Mar 1986


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