A new study in Marketing Science revealed that one's level of religiosity is tied with their brand reliance. Their main finding: non-religious consumers rely on brands to a much greater degree than do religious consumers, particularly when income is high.
Very interesting to me, especially as a marketer for a faith-based nonprofit. From the study abstract: We theorize that brands and religiosity may serve as substitutes for one another because both allow individuals to express their feelings of self-worth... studies 1 and 2 demonstrate that the relationship between religiosity and brand reliance only exists in product categories in which brands enable consumers to express themselves (e.g., clothes). Moreover, studies 3 and 4 demonstrate that the expression of self-worth is an important factor underlying the negative relationship.
"Brands: The Opiate of the Nonreligious Masses?" study abstract and full PDF here: http://mktsci.journal.informs.org/cgi/content/abstract/mksc.1100.0591v1
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