Religion is a topic that businesses often ignore, in spite of 70% of the world being religious. Many do not realize (or resist) the idea that religion is a key contributor to a consumer's core values, which then contributes to consumption decisions, voting practices, reaction to pro social messages and public policy, as well as donating behavior.

The field of behavioral economics discusses how various social and cognitive factors influence economic decisions, which encompass consumer decision making, but doesn't incorporate religion as an influence on economic decision making.

This book provides one of the first comprehensive investigations into the relationship between religion and behavioral economics. The basic premises of the major religious affiliations are reviewed, and the authors bring to life prior research on religion and behavioral economics with an emphasis on how this research can help practitioners to improve business practices.

Elizabeth A. Minton is an associate professor of marketing at the University of Wyoming (UW) who conducts research on religion's influence on consumer behavior and pro-social consumption. She has over 50 publications in outlets such as the Journal of Advertising, Journal of Business Research, Psychology & Marketing, and the Journal of Public Policy & Marketing, among others. She has also presented her research and numerous conferences across the world.

Preface ......xi Chapter 1 Behavioral Economics and Belief Systems ......1 Chapter 2 Demystifying Belief Systems ......9 Chapter 3 Belief Systems of the Western World & Interpretations for Behavioral Economics ......25 Chapter 4 Belief Systems of the Eastern World & Interpretations for Behavioral Economics ......45 Chapter 5 The Disconnect Between Belief Systems and Behavioral Economics ......53 Chapter 6 Comparing Belief Systems: Influences on Behavioral Economics ......57 Chapter 7 Comparing Belief Systems: Influences on Consumers ......73 Chapter 8 Managerial Implications for Businesses ......83 Chapter 9 Cases ......91 Chapter 10 Conclusion ......101 Appendix ......105 Notes ......107 References ......123 Index ......137