Easter Eggs and Scotch Whiskey: the role of religious self- identity on (in)congruent holiday promotions

<p dir="ltr">Purpose – The purpose of this study is to investigate consumer reactions to brands that present elements both congruent and incongruent with their core identities. This study examines the internal conflict consumers experience when encountering these mixed elements and how this affects their perceptions and affiliations. Two studies explore how consumers navigate this mix, the effect on their self-continuity and the impact on their patronage intentions toward the store. </p><p dir="ltr">Design/methodology/approach – Using a 2 × 2 × continuous between-subjects experimental design, two studies empirically test the interaction between religious identity, congruent versus incongruent promotions and the effect of product congruence with the promotions and religious identity on their collective impact on customer intentions to patronize. This study also explores and elucidates the underlying mechanism of self-continuity as a mediator in this context. </p><p dir="ltr">Findings – This research reveals that even when a holiday promotion aligns with a consumer’s religious identity, inconsistencies between the promotion and the product type can still lead to unfavorable reactions, particularly among individuals with strong religious identities. This study also identifies self-continuity as the psychological mechanism behind consumer evaluations of brands and establishments and the importance of self-continuity in consumption situations for customers. </p><p dir="ltr">Originality/value – To the best of the authors’ knowledge, this study is the first to explore how consumers handle the nuanced dynamics between marketing elements that simultaneously align and misalign with their religious beliefs. This study reveals a complex three-way interaction, emphasizing the negative impact on brands when consumers are presented with promotional symbols and products that simultaneously align and conflict with their religious identity, offering valuable insights into consumer behavior for formulating informed brand strategies.</p>