Aid or alienation? Implicit religious cues as an inclusive communication strategy in pluralistic markets

Purpose In religiously pluralistic markets, advertising cues related to faith can simultaneously attract one consumer group while alienating another, a phenomenon this study conceptualises as dual signalling, which often leads to cultural friction. This research investigates this cross-cultural communication dilemma and examines whether an inclusive communication design, specifically the use of implicit, value-based religious cues, can effectively mitigate the consumer reluctance and anti-consumption behaviours that arise from such friction. Design/methodology/approach An online experiment with 251 Muslim and non-Muslim Indonesian consumers tested the effects of three ad versions no religious element, explicit religious symbol and implicit religious meaning, on perceived risk, perceived advantages and purchase intention. Data were analysed using a three-study approach involving ANOVA, hierarchical multiple regression and moderated moderation analysis. Findings The results confirm the dual signalling effect. While explicit religious symbols (e.g. the Halal logo) positively influenced Muslims, they increased perceived risk among non-Muslims, primarily driven by feelings of cultural exclusion and brand distrust. Conversely, ads with implicit religious meanings effectively reduced this risk for non-Muslims by fostering a sense of inclusivity, while simultaneously enhancing perceived advantages for both groups. Furthermore, the level of consumer faith was found to be a key moderated moderator, amplifying these effects across both religious affiliations. Highly religious consumers, regardless of their faith, are more sensitive to both the risks associated with cultural boundaries and the appeal of value-based messages. Research limitations/implications This study has limitations. First, its focus on the Indonesian food and beverage sector means future research should replicate this framework in other pluralistic markets (e.g. Malaysia, India) and across different product categories (e.g. fashion, finance). Second, future research should incorporate “tolerance” towards other religions as a key psychological variable. Finally, future research could explore whether implicit cues can serve as signals of moral universalism to build brand affinity and an emotional buffer against negative country-of-origin effects during crises. Practical implications The most significant finding of this research (from Study 3) is that the effectiveness of religious advertising is not solely determined by the consumer’s religious identity (i.e. Muslim vs. non-Muslim), but is more powerfully moderated by their level of faith (religiosity). This finding refines our understanding of religious marketing significantly. Social implications The findings suggest a universal psychological tendency among highly religious individuals. Regardless of their creed – be it Islam, Christianity or another faith – two characteristics appear prominent. (1) Heightened Sensitivity to Risk. (2) Stronger Resonance with Universal Values. Originality/value This study is the first to apply a theoretical framework of dual signalling and inclusive design to religious advertising within a pluralistic context. The findings offer a clear, practical strategy for brands employing implicit, value-based communication to balance cultural affirmation with market inclusivity. It contributes to multicultural advertising theory by demonstrating that consumer religiosity, rather than mere religious identity, is a more potent factor in decoding religious cues.