TY - JOUR
TI - Homo religiosus or homo consumptor? Consumer and religious practices of men born in the 90s
AU - Piecuch, Helena
TI - Homo religiosus or homo consumptor? Consumer and religious practices of men born in the 90s
AB - 
	The goal of this paper is to examine if there is a relation between the religious practices and the consumption practices of men aged 18–30. The author derives her assumptions from the theory of cult brands and their religious-like background which were described i.a. by Benjamin R. Barber, Martin Lindstrom, Matthew W. Ragas and Bolivar J. Bueno. Due to the previous research the author formed a hypothesis that men who left their hometown are prone to quit their religious practices and engage in consumption practices, i.e. regular and structured activity subject to consuming non-FMCG goods. The author decided to conduct 20 in-depth interviews with men from the specified age group. The questions of the interview concerned the influence of advertising messages on interlocutors’ brand awareness. The results of the research were ambiguous however they showed the existence of the dependence between religious and consumption practices. The article formulates questions for further research. 
VL - 2018
IS - Volume 61, Issue 3 (235)
PY - 2018
SN - 0555-0025
C1 - 2299-6362
SP - 557
EP - 570
DO - 10.4467/22996362PZ.18.034.10136
UR - https://ejournals.eu/en/journal/zeszyty-prasoznawcze/article/homo-religiosus-or-homo-consumptor-consumer-and-religious-practices-of-men-born-in-the-90s
KW - consumption practices
KW - consumption society
KW - liquid modernity
KW - religious practices