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This volume is a compendium of cutting-edge scholarship exploring the relevance, roles, and functions of rituals in consumer culture. It will be a valuable resource for academics in the marketing field pursuing ritual scholarship, and for creating coursework on consumer culture, consumer behavior, and marketing strategy.
List of contents
Part I - Conceptual Understandings of Ritual
1. Existential Explorations of Ritual
2. The Psychology of Ritual Consumption
3. Meaningful Behavior and Meaningful Objects: Understanding the Intersection of Rituals and Sentimentally Valuable Possessions
4. Reciprocity with Non-Human Entities
5. Dark Rituals of Excess: The Case of Swedish "Draining"
Part II - Rituals and Marketing Strategy
6. Using Syncretism to Enhance Game Day Ritual Efficacy and Vitality
7. Managing B2B Rituals in Project Marketing
8. Rituals Revised: How Beauty Influencers Impact Grooming Rituals
9. Making Harmony in the Bath: Ritualizing the Sensory Experience of a Baby Bath Brand
Part III - Culturally-Rooted Rituals
10. The Magic of Threshold Rituals: Cosmic Protection from Unseen Forces
11. Carving National Identity: Performing Rituals of Everyday Nationhood through the National Dish
12. Defection, Alternatives, and Disruption: How Rituals Change at Individual, Community, and Society Levels in Culture
13. Personalizing Practices in Green Witch Rituals
14. No Pyro, No Party: The Evolution and History of the Stonehaven Hogmanay Fireballs
Part IV - Rituals and Well-Being
15. Staging High Intensity Spectacles: Marketplace Rituals as a Pain-Coping Mechanism
16. Therapeutic Agentic Benefits and Communal Service Rituals: Consumer Empowerment through a Virtual Thai Cooking Class Unrecognized Consumption Rituals: Insights for Smoking And Vaping Cessation
18. I Have Abundant Time: The Impact of Consumption Rituals on Perceived Time Affluence and Brand Outcomes
Part V - Rituals in Childhood and Adolescence
19. Marketplace Actors and Child-Centric Rituals: An Ethnographic Study of Dressmaking in the Bo'ness Fair
20. The
21. Liquid Romance and Gift Giving of Teenagers in Japan
Part VI - Rituals, Media and Technology
22. Leveraging
Seinfeld to Understand the Norms of Failed Gift Exchange
23. Ritual Transformation During Times of Crisis: Extending and Reducing Disrupted Rituals
24. Ritual Interdependencies among Users and their AI Companions
Part VII - Writing Rituals
25. Forms and Functions of Rituals in
My Cousin Rachel: Comparing the Novel and Film Versions
26. Poems on Ritual in Consumer Culture
27. Wrestling With Rituals: Twisted Tales of Trying Traditions
About the author
Cele Otnes is Professor Emerita of Marketing in the Gies College of Business at the University of Illinois at Urbana-Champaign, USA.
Tina M. Lowrey is Professor of Marketing at HEC Paris, France.
