The role of religiousness as a variable in models of con
sumer behavior is not well-established. Research findings in
this area tend to be sparse and conflicting, and measurement
issues have yet to be addressed. This article reports on an
empirical investigation of religiosity in a causal modeling
framework. The results suggest that religiosity is a viable
consumer behavior construct in that it (1) did correlate with
the life-style variables selected; (2) contributed directly to
the model along with sex, age, and income; and (3) was
successfully operationalized through multiple measures.
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