Contemporary Consumption Rituals A Research Anthology [Hardcover]

Bringing together scholars in consumer behavior, history, anthropology, religious studies, sociology, and communication, this is the first interdisciplinary anthology spanning the topic of ritual studies. It offers a multifaceted exploration of new rituals, such as Celebrating Kwanzaa, and of the ways entrenched rituals, such as Mardi Gras, gift giving, and weddings have changed. Moreover, it examines the influence of both cultures and subcultures, and will enhance our understanding of why and how consumers imbue goods and services with meaning during rituals.

In this volume, the first in the Marketing and Consumer Psychologyseries:

• a religious studies scholar talks about the media representation of ritual;
• communication scholars discuss the transformational aspects of rituals surrounding alcohol consumption;
• a marketing scholar demonstrates the relevance of organizational behavior theory to understanding gift-giving rituals in the workplace; and
• a historian describes how the marketing of Kwanzaa was so integral to its successful adoption.

Contents: C.P. Haugtvedt,Series Foreword. Contributor Biographies. C.C. Otnes, T.M. Lowrey,Preface. Part I: Consumer Rituals and the Media.J.M. Wolburg, D. Treise,Drinking Rituals Among the Heaviest Drinkers: College Student Binge Drinkers and Alcoholics. R.L. Grimes,Consuming Ritual: A&E's Sacred Rites and Rituals.Part II: Holidays and Consumption.W. Shrum,Ceremonial Disrobement and Moral Choice: Consumption Rituals at Mardi Gras. E.H. Pleck,Kwanzaa: The Making of a Black Nationalist Tradition, 1966-1990. M.A. McGrath,The Evolution, Transformation, and Demise of a Ritual: The Case of May Day. T.M. Lowrey, C.C. Otnes,Consumer Fairy Tales of the Perflƒ>