People living in more religious U.S. counties spend less on grocery purchases and make fewer unplanned purchases

Religious shoppers spend less money. Didem Kurt, J. Jeffrey Inman, Francesca Gino. Journal of Experimental Social Psychology, https://doi.org/10.1016/j.jesp.2018.03.019

Highlights
•    People living in more religious U.S. counties spend less on grocery purchases and make fewer unplanned purchases.
•    Unplanned grocery spending decreases with religiosity measured at the individual-level.
•    A religious prime lowers people’s unplanned grocery spending.
•    Religiosity has an indirect effect on unplanned grocery spending through frugality.

Abstract: Although religion is a central aspect of life for many people across the globe, there is scant research on how religion affects people's non-religious routines. In the present research, we identify a frequent consumption activity that is influenced by religiosity: grocery shopping. Using both field and laboratory data, we find that grocery spending decreases with religiosity. Specifically, we document that people who live in more religious U.S. counties spend less money on groceries and make fewer unplanned purchases. We also demonstrate this negative relationship by measuring religiosity at the individual level and employing a religious prime. That is, the more religious people are, the less willing they are to follow through on novel purchase opportunities that arise during their grocery shopping trips. This effect is consistent with the account that many religions emphasize the value of being prudent with money. Additional analysis supports our predicted indirect effect of religiosity on spending through frugality.

Keywords: Religion; Money; Frugality; Consumption; Unplanned purchases

h/t: https://twitter.com/DegenRolf