New book by UO marketing experts explores consumer decisions, religion

UO marketing professor Lynn Kahle
UO marketing professor Lynn Kahle

Lynn Kahle and Elizabeth Minton of the UO's Lundquist College of Business are the authors of a new book entitled “Belief Systems, Religion, and Behavioral Economics: Marketing in Multicultural Environments,” which was released this month by Business Expert Press.

The book investigates how core values can affect economic behavior by studying consumer decisions in the context of religion. Specifically it examines the relationship between religion and behavioral economics, the study of the influence of psychological factors on economic decisions.

Elizabeth Minton

Kahle is the Ehrman Giustina Professor of Marketing and head of the Lundquist marketing department. Minton is a doctoral candidate at the UO and recently received the prestigious Sheth Foundation Dissertation Award from the Association for Consumer Research.

- by Chloe Huckins, UO Office of Strategic Communications intern