Honors College Theses

The Effects of Religious Symbolism on Consumer Perceptions of a Salesperson

Publication Date



Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Trey Denton


The history of religion and business is one of controversy and compromise. Often times we wonder what role personal religious beliefs should have in the marketplace and what impact their inclusion has on the perception of businesses or on business professionals. The purpose of this study was to analyze the effects of the inclusion and exclusion of a religious symbol in the form of a necklace on the perception of sales effectiveness and the appropriateness of religious signaling. Findings indicate that for people with both high and low levels of religious intensity, the presence of an obvious religious necklace lowered evaluations of salesperson effectiveness. The presence of a small symbol was viewed more favorably. The data collected was analyzed through SPSS statistical software to discover emerging trends and significant differences.

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