Consumer Responses to For-Profit Firms Exercising Religious Freedom in the Marketplace
研究消费者如何看待因业主宗教信仰而限制产品或服务获取的营利性企业，发现感知歧视会强烈降低行为意向，而感知合理行使宗教自由则不会增加客流量。
Two judgments are at the heart of the controversy surrounding state-level religious freedom legislation and for-profit firms. For some, firms choosing to limit product/service access due to the owner's religious beliefs are viewed as appropriately asserting their First Amendment rights to religious freedom. Others posit that such laws legalize discrimination. The authors offer a theory in which homophily mediates consumers' perceptions of a firm that chooses to exercise its religious convictions in the for-profit market, and an orthodox worldview moderates this relationship. When these practices are perceived to be discriminatory, there is a strong negative effect on behavior intentions; however, perceptions that the firm is appropriately asserting religious freedoms are unlikely to increase customer traffic. The authors examine the policy implications from these investigations for states and local municipalities.