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Essay / Research Paper Abstract
A 6 page research paper that investigates the connection between religious affiliation and religion. The writer proposes a form for a brief study of consumer behavior among five different religious subcultures and then discusses how marketing efforts might differ between groups. Bibliography lists 2 sources.
Page Count:
6 pages (~225 words per page)
File: D0_khconrel.rtf
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Unformatted sample text from the term paper:
Gatorade and IBM, for example, have all run advertising in recent years that features a spiritual theme. It appears that America is combining its religious observance with what many
have observed is a secular religion in the US -- consumerism. From cars to beverages, health care to sports, there are signs that Madison Avenue advertising firms have jumped on
the spiritual bandwagon (Harrison and Heath, 1997). IBMs campaign, for instance, "Solutions for a Small Planet," featured several ads using religious themes. One ad shows Catholic nuns walking
to vespers while speaking of OS/2 networks and surfing the Net (Harrison and Heath, 1997). Another IBM ad has Eastern monks "meditating" about Lotus Notes. Even the celebrated "Got Milk?"
campaign from the American Dairy Association produced a religion-based ad. A nasty businessman dies and finds himself in a light-filled world that prominently features a plate of chocolate chip
cookies on a table. But when the businessman opens the door to the fridge, he finds all the milk cartons are empty -- maybe it is not heaven after
all (Harrison and Heath, 1997). Studies show that religious orientation has an effect on consumer behavior. Engs and Mullen (1999), for example, found that among Scottish college students, female
students who were not religious consumed alcoholic beverages at a high rate then those students that professed religious faith. Furthermore, this study showed that Roman Catholic students consumed alcoholic beverages
at a higher percentage rate then Protestants, but increased tobacco consumption was associated with Protestant students (Engs and Mullen, 1999). It seems logical that alcoholic beverage, and tobacco consumption
would be lowest for people who religious orientation forbids the use of these substances, i.e. Islam prohibits the use of alcoholic beverages, and Mormons are prohibited from any addictive substance,
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