Prior research shows that highly religious consumers are more stable through times of uncertainty, in part due to religious support networks. However, several situations (e.g., pandemics, epidemics, natural disasters, mass shootings) represent unique changes where routine large gatherings are restricted due to uncertainty. In such situations, highly religious consumers may experience the greatest disruption to life, potentially resulting in stability-seeking consumption behaviors. Three studies test and confirm this relationship in the coronavirus pandemic context. Specifically, study 1 shows that priming awareness of restricted in-person religious gatherings increases consumption in comparison to a general religious prime or control condition. Study 2 confirms that consumers with higher (lower) levels of religiosity are the most (least) likely to increase consumption, and that situational concern and stability found through purchasing sequentially mediate this relationship. Study 3 provides practical implications revealing that stability-based messaging reduces consumption in comparison to standard social distancing messaging.

先前的研究表明，高度宗教化的消费者在不确定时期更加稳定，部分原因是宗教支持网络。然而，一些情况（例如，流行病、流行病、自然灾害、大规模枪击事件）代表了独特的变化，其中常规大型集会由于不确定性而受到限制。在这种情况下，高度虔诚的消费者可能会经历对生活的最大破坏，从而可能导致寻求稳定的消费行为。三项研究在冠状病毒大流行的背景下测试并证实了这种关系。具体而言，研究 1 表明，与一般的宗教初始或控制条件相比，限制面对面宗教聚会的初始意识会增加消费。研究 2 证实，具有较高（较低）宗教信仰水平的消费者最有可能（最不）增加消费，而通过顺序购买发现的情境关注和稳定性调节了这种关系。研究 3 提供了实际意义，表明与标准社交距离消息相比，基于稳定性的消息减少了消费。