Sacred Attributions: Implications for Marketplace Behavior

Prior research in marketing has extensively examined attribution theory and how this influences product evaluations; however, such research has only examined secular attributions to a company, employees, other consumers, or one's self. Thus, through a series of three studies, the research herein examines a new category of attributions—sacred attributions—to determine when consumers make secular versus sacred attributions and how this influences product evaluations. Study 1 shows that religiosity is positively correlated with sacred attributions. Additionally, Study 1 finds that sacred attributions to God are more likely in positive consumption situations, while sacred attributions to Satan are more likely in negative consumption situations. Study 2 finds that God (Satan) attributions lead to positive (negative) product evaluations, and these effects are pervasive, regardless of religious priming. Study 3 increases external validity by using real businesses to show that sacred attributions are greatest for businesses with a sacred value system, although these effects differ based on situational affect. Findings build upon the literature on attribution theory and priming.