Characteristics of Several Religiosity Measures

Incorporating religiosity variables into macro- and micro-marketing studies can add to the insights produced. This research used data from a national survey of 725 adults, fielded in January 2015, to illustrate how religiosity measures differ. Responses to 34 survey questions were used to construct six factor-based religiosity measures. Six linear regressions tried to predict the religiosity factors with demographics, a social desirability bias measure, and a political preference indicator as independent variables. While some independent variables were significant, the six religiosity and spirituality factors (Intrinsic Motivation, Extrinsic-Social, Extrinsic-Personal, Tentativeness Quest, Complexity Quest, and Doubt Quest) contained considerable information that was not explained by the regressions.