THE CASE FOR EXPLORING CULTURAL RITUALS AS CONSUMPTION CONTEXTS

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter discusses the importance of broadening the scope of consumer scholarship to include cultural rituals, and illuminates the impact of ritualized consumption on a sociocultural level. It focuses on recent cultural rituals staged by one institution - the British monarchy. The chapter explicates how cultural rituals can illuminate the understanding of several key topics, and delves into the relevance of illuminating a key strategic marketing element - the brand. It seeks to coax scholarship on rituals from within well-mined settings, and into more public, spectacle-laden arenas. Many cultural rituals feature myriad sub-rituals that emanate from focal artifacts or events. Engaging in shared celebration and commemoration means cultural rituals offer unique opportunities for scholars to explore how consumption-laden occasions spur the experience of emotions. The chapter explores how some macro-elements can shape - and disrupt - consumers’ and practitioners’ perspectives about cultural rituals.

Original languageEnglish (US)
Title of host publicationThe Routledge Companion to Consumer Behavior
PublisherTaylor and Francis
Pages489-506
Number of pages18
ISBN (Electronic)9781315526928
ISBN (Print)9781138695160
DOIs
StatePublished - Jan 1 2017

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting

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