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  • Faith or fashion? Not everyone who wears religious icons is a believer
  • Faith or fashion? Not everyone who wears religious icons is a believer
    Chelsi Goumillout, Creative Commons (2011) ©
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What would Jesus buy?

Religious people can find that everything from ethical codes to long-term decisions are affected by their choice to believe. Yet despite the fact these belief systems hold such weight over those that adopt them, marketers and media outlets alike shy away from religion. Why?

Location Global

Scope
Whether Buddhist, Catholic or Hindu, almost three quarters of the world's population is religious. [1] And those who follow a faith find that everything from ethical codes to long-term decisions are affected by their choice to believe. Yet despite the fact these belief systems hold such weight over those that adopt them, marketers and media outlets alike shy away from religion.

"You have to consider how religious consumers will respond in comparison to those who are non-religious," argues Elizabeth Minton, doctoral candidate and co-author of Belief systems, religion and behavioural economics: marketing in multicultural ...

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