Rajeev Kumra, Madhavan Parthasarathy, Shafiullah Anis
Journal of Indian Business Research,Vol. 8, Issue 2, Pages: 122-142.
The key research issue addressed in this paper is whether individuals perceive advertisements featuring themes from their own religion more positively, and advertisements featuring religious themes from other religions less positively, than neutral ads. In the process, this paper aims to test whether the in-group bias theory (IGBT) and the polarized appraisal theory (PAT) apply in a religious context. Design/methodology/approach Respondents in a large Indian University were shown advertisements featuring Hindu and …