God Can Help Companies Turn Customers Into Daredevils

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http://www.nytimes.com/2015/04/12/business/media/god-can-help-companies-turn-customers-into-daredevils.html?_r=0

By MATT RICHTEL
APRIL 11, 2015


Michael Wanksa

God is often portrayed as a benevolent father figure, or a protective force. But how about a different image of God: the marketing force?

New research shows that when consumers are presented with the concept of the divine, even in an offhand manner or an ad on social media, it can prompt them to take risks they might otherwise not. Like trying a new product or experience, even one with a bit of danger.

This finding, which adds a counterintuitive twist to existing research about God and risk-taking, comes from scholars at the Stanford Graduate School of Business and was published in the journal of the Association for Psychological Science in February.

The idea of God “makes people feel safe or protected,” said Kristin Laurin, an assistant professor of organizational behavior at Stanford’s business school and one of three authors on the paper. “The word in and of itself is sufficient to put the idea in the back of your mind — and make people feel like they’re not vulnerable to the dangers of risks.”

Belief in God is probably not a prerequisite for susceptibility, Ms. Laurin said, “but we’re not conclusive on that front yet.”

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