Higher power, higher purpose: God’s influence on self-improvement products

Purpose Consumers often aspire to enhance themselves by seeking products in the marketplace that offer self-improvement. With an array of options competing for time and resources, investing in such products becomes a crucial consideration. This study aims to demonstrate that God salience, that is, activating thoughts about God, positively influences individuals’ inclinations towards consumption choices that integrate self-improvement features, distinguishing them from equally appealing alternatives lacking such attributes. Design/methodology/approach This study used an experimental design to test the proposed hypothesis. Firstly, a 2 × 2 between-subjects experiment was conducted to study the interaction between God salience and interest in self-improvement products. The mediating role of the sense of purpose was then tested using a process macro. Findings This research work posits that God salience instils a heightened sense of purpose in individuals, thus enhancing consumers’ preference for self-improvement products. Research limitations/implications This research seeks to contribute valuable insights to the literature on consumer psychology, self-improvement purchases, God and religiosity. Practical implications This study suggests that marketers should promote self-improvement products in contexts that evoke thoughts of God but avoid such reminders for non-self-improvement products. Originality/value This research illuminates a nuanced understanding of the interplay between God salience, the nature of purchases and their influence on product interest and sense of purpose. This novel research demonstrates the positive impact of God salience in fostering interest in self-improvement products. In addition, it establishes the role of a novel mediator, namely, the sense of purpose as an underlying mechanism.