brand immunity

Most marketers don’t count religious affiliation or degree of religiosity as key demographics, but a new study suggests perhaps they should. Makers of branded “self expression” items (such as logo apparel or designer sunglasses) in particular may find this segmentation useful.

According to a paper by Ron Shachar (Tel Aviv University and Duke) and co-authors from NYU and Duke, religious people, or even people temporarily in a religious frame of mind, find branded items less appealing than do less religious people.