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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Consumer Transits and Religious Identities: Towards a Syncretic Consumer
Author(s): Rodner, Victoria L
Preece, Chloe
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Keywords: religious consumption
consumer mobility
religious capital
religious transit
Issue Date: 2019
Citation: Rodner VL & Preece C (2019) Consumer Transits and Religious Identities: Towards a Syncretic Consumer. Journal of Marketing Management, 35 (7-8), pp. 742-769.
Abstract: The majority of research on religious consumption assumes stable, singular and exclusive preferences, an individual is an adherent to one religion at a time and conversion is a radical break in identity. In examining a context where individuals can simultaneously practice multiple religions despite seemingly theologically incompatible beliefs, we introduce the concept of religious transit, allowing for a more processual understanding of religious identity. To do so, we draw on theories of religious capital, foregrounding the flexibility of this resource in enabling multifarious religious consumption. This is made possible by the religious leaders themselves; in highlighting shared rituals and discourses, they downplay any cognitive incongruences to allow for easy, market-mediated accessibility. By conceptualising four types of religious consumption we theorise the dynamics of consumer mobility.
DOI Link: 10.1080/0267257X.2019.1601124
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management. Journal of Marketing Management on 16 Apr 2019, available online:

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