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 language | English (US) |
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Title of host publication | The Routledge Companion to Consumer Behavior |
Publisher | Taylor and Francis |
Pages | 489-506 |
Number of pages | 18 |
ISBN (Electronic) | 9781315526928 |
ISBN (Print) | 9781138695160 |
DOIs | |
State | Published - Jan 1 2017 |
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting