When open-mindedness lowers product evaluations: Influencers to consumers’ response to religious cues in advertising

Prior research has examined response to Christian religious cues used in secular marketing messages but has inadequately explored the underlying reasons for such response as well as why religious cues may negatively influence product evaluations. These limitations are addressed in this research work through three studies utilizing religious cues. In Studies 1a and 1b, ads with a Christian or Muslim religious cue (no religious cue) were found to produce lower (higher) product evaluations. Studies 2–3 then examined why religious cues in ads can produce lower product evaluations to show that open-mindedness moderated this effect (Study 2), and priming open-mindedness also influenced this effect (Study 3). Most interestingly, open-minded consumers were more negative toward religious cues in marketing communications than close-minded consumers, and priming open-mindedness magnified this effect. These novel effects are discussed in relation to the literature on open-mindedness and value-based consumption. Additionally, implications for research and practice are discussed.