Religion of the Person in the Ad

What it measures

A perceptual check on advertising — whether a person shown is seen as belonging to a religious minority — across three items.

Response Format

7-point Likert (1=strongly disagree, 7=strongly agree)

Representative items

• this person belongs to a religious minority?
• has a religion DIFFERENT from the most common religion in _____?
• the religion of the person in the picture is DIFFERENT than the religion of most people in _____?

Citation

Rößner, A., Rößner, P.C., Anna, , Gvili, Y., & Eisend, M. (2021). Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany. Journal of Advertising, 50(4), 391-407.

Keywords