Just by switching on a memory of goodness, of God and positive messages, we behave different.
In another study some students were offered a drink (SoBe Adrenaline Rush, a drink that promises to “elevate your game” and impart “superior functionality”). Half the students paid full price. The other half paid 1/3 of the original price.
It turned out that the students who drank the higher-priced beverage reported less fatigue than those who had bought the discounted drink. When paying more it was like they were more committed. They had invested in the product and sort of had to justify that by experiencing what was promised.
When working with marketing we constantly need to consider these quirky ways of the human psyche. Nothing is black and white. Cause and effect are not clear and logical; no, people base their decisions on rules beyond the "rational".
More studies in the fabulous book "Predictably irrational" by Dan Ariely. Enjoy!!