To begin building an understanding of how thoughts about God influence consumer persuasion processes and outcomes, the current research explores how reminders of God affect consumer compliance with fear-based advertising. Results across seven studies demonstrate that when the concept of God is salient, consumer compliance and persuasion in response to fear appeals is dampened. Importantly, the results suggest that one reason for this persuasion-dampening effect of God salience is the fact that consumers associate the concept of God with the idea of unlimited support. Consistent with this, the results reveal that when God is not associated with the idea of support, the dampening effect of God salience on fear appeal compliance is eliminated.
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