Conspicuous consumption in the name of Allah

Aila Khan, Russell Belk, Louise Young

    Research output: Chapter in Book / Conference PaperConference Paperpeer-review

    Abstract

    ![CDATA[While there has been considerable study of conspicuous consumption in marketing, no research has investigated conspicuous consumption of religious products. In this paper, we argue that consumers may need to demonstrate their association and support for a religion in part by the purchase, use and display of religious products. We explore consuming of religious products via observations and in-depth interviews conducted with different stakeholders involved in the distribution and consumption of religious commodities in Pakistan. Automated computer analysis of transcripts and fieldnotes highlights the different concepts that shape the thinking of each group. A large majority of the participants’ accounts offered justifications and excuses (Corrado, 1991) as possible explanations for consumers’ conspicuous behaviour. Our findings can help better understand these dynamics within a Muslim society. It is recommended that visual elicitation technique be used in any future data collection exercise.]]
    Original languageEnglish
    Title of host publicationInnovation and Growth Strategies in Marketing: 2015 ANZMAC Conference, 30 November – 2 December 2015, Sydney, Australia
    PublisherANZMAC
    Number of pages8
    Publication statusPublished - 2015
    EventAustralian & New Zealand Marketing Academy. Conference -
    Duration: 30 Nov 2015 → …

    Publication series

    Name
    ISSN (Print)1441-3582

    Conference

    ConferenceAustralian & New Zealand Marketing Academy. Conference
    Period30/11/15 → …

    Keywords

    • consumer behavior
    • religious commodities
    • marketing
    • Pakistan

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