Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements

Cues and symbols are effective instruments to remind the consumers of their cultural values’ affiliations. Utilizing these symbols in advertisement might unconsciously enhance information processing and consequently generate a favorable feeling. Hijab as a significant religious cue for Muslims mig...

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Main Author:	Taheri, Abbas Naseri
Format:	Thesis
Language:	English
Published:	2013
Subjects:	Advertising - Religious aspects - Islam Hijab (Islamic clothing) Muslim women - Religious aspects - Islam
Online Access:	http://psasir.upm.edu.my/id/eprint/33623/1/FBMK%202013%201R.pdf
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id	my-upm-ir.33623
record_format	uketd_dc
spelling	my-upm-ir.336232016-01-11T02:59:12Z Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements 2013-01 Taheri, Abbas Naseri Cues and symbols are effective instruments to remind the consumers of their cultural values’ affiliations. Utilizing these symbols in advertisement might unconsciously enhance information processing and consequently generate a favorable feeling. Hijab as a significant religious cue for Muslims might peripherally influence advertisement evaluative efficacy among Muslim consumers. Utilizing Elaboration Likelihood Model (ELM), this research examined peripheral effect of religious symbol of hijab among Malaysian Muslims. A total of 120 UPM undergraduate students participated in four groups of experiments. They were randomly assigned to the four experimental groups. Participants in each group were exposed to four different TV commercial products portraying spokesperson with or without religious symbol of hijab. The results revealed that advertisements with religious symbol of hijab elicit positive attitude towards advertisement, attitude towards brand and purchase intention than advertisements without religious symbol of hijab. The main effect of religious symbol of hijab among different types of products is not contingent upon the type of product. This study also indicates that religiosity of the respondent has a significant moderating effect on the evaluation of an advertisement that portrays a spokesperson with hijab. That is, degree of religiosity is positively correlated with respondents’ attitude towards advertisement, attitude towards brand, and purchase intention. Furthermore, the influence of hijab as a peripheral cue on Muslims’ perceptions of advertisement even among highly involved respondents shows the significant role of this Islamic cue despite the thoughtful effort dedicated to advertisement messages. These findings challenge the mainstream of the ELM theory which posits that a favorable peripheral cue would not significantly influence the advertisement evaluation among highly involved subjects. Advertising - Religious aspects - Islam Hijab (Islamic clothing) Muslim women - Religious aspects - Islam 2013-01 Thesis http://psasir.upm.edu.my/id/eprint/33623/ http://psasir.upm.edu.my/id/eprint/33623/1/FBMK%202013%201R.pdf application/pdf en public phd doctoral Universiti Putra Malaysia Advertising - Religious aspects - Islam Hijab (Islamic clothing) Muslim women - Religious aspects - Islam
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Advertising - Religious aspects - Islam Hijab (Islamic clothing) Muslim women - Religious aspects - Islam
spellingShingle	Advertising - Religious aspects - Islam Hijab (Islamic clothing) Muslim women - Religious aspects - Islam Taheri, Abbas Naseri Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
description	Cues and symbols are effective instruments to remind the consumers of their cultural values’ affiliations. Utilizing these symbols in advertisement might unconsciously enhance information processing and consequently generate a favorable feeling. Hijab as a significant religious cue for Muslims might peripherally influence advertisement evaluative efficacy among Muslim consumers. Utilizing Elaboration Likelihood Model (ELM), this research examined peripheral effect of religious symbol of hijab among Malaysian Muslims. A total of 120 UPM undergraduate students participated in four groups of experiments. They were randomly assigned to the four experimental groups. Participants in each group were exposed to four different TV commercial products portraying spokesperson with or without religious symbol of hijab. The results revealed that advertisements with religious symbol of hijab elicit positive attitude towards advertisement, attitude towards brand and purchase intention than advertisements without religious symbol of hijab. The main effect of religious symbol of hijab among different types of products is not contingent upon the type of product. This study also indicates that religiosity of the respondent has a significant moderating effect on the evaluation of an advertisement that portrays a spokesperson with hijab. That is, degree of religiosity is positively correlated with respondents’ attitude towards advertisement, attitude towards brand, and purchase intention. Furthermore, the influence of hijab as a peripheral cue on Muslims’ perceptions of advertisement even among highly involved respondents shows the significant role of this Islamic cue despite the thoughtful effort dedicated to advertisement messages. These findings challenge the mainstream of the ELM theory which posits that a favorable peripheral cue would not significantly influence the advertisement evaluation among highly involved subjects.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Taheri, Abbas Naseri
author_facet	Taheri, Abbas Naseri
author_sort	Taheri, Abbas Naseri
title	Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
title_short	Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
title_full	Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
title_fullStr	Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
title_full_unstemmed	Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements
title_sort	effects of hijab as islamic religious symbol on muslim consumer attitudes towards advertisements
granting_institution	Universiti Putra Malaysia
publishDate	2013
url	http://psasir.upm.edu.my/id/eprint/33623/1/FBMK%202013%201R.pdf
_version_	1747811702951378944

Effects of hijab as Islamic religious symbol on muslim consumer attitudes towards advertisements

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