Religious commitment related to message contentiousness

Using an experimental design, we tested whether viewers with differing levels of religious commitment have differing unaided recall, aided recall and attitudes towards non-contentious and contentious TV commercials in terms of their perceived message cues. The study, using Bahrani Muslim interviewees, demonstrates that religiously stricter Muslims have significantly lower recall and a more negative attitude towards messages perceived as contentious, while their recall and attitude scores for non-contentious messages are similar to those of subjects with lower levels of religious commitment. We recommend that international marketers show increased sensitivity to the cultures and traditions of submarkets by manipulating message cues, like music and dancing, to strengthen the brand communication while retaining its strategic integrity.