Contemporary Consumption Rituals: A Research Anthology by Cele C. Otnes, Tina M. Lowrey

By Cele C. Otnes, Tina M. Lowrey

Bringing jointly students in client habit, heritage, anthropology, non secular experiences, sociology, and conversation, this can be the 1st interdisciplinary anthology spanning the subject of formality reports. It deals a multifaceted exploration of latest rituals, reminiscent of Celebrating Kwanzaa, and of the methods entrenched rituals, corresponding to Mardi Gras, reward giving, and weddings have replaced. furthermore, it examines the effect of either cultures and subcultures, and may increase our realizing of why and the way shoppers imbue items and companies with that means in the course of rituals.

In this quantity, the 1st within the Marketing and client Psychology series:

  • a spiritual reports pupil talks in regards to the media illustration of ritual;
  • communication students talk about the transformational points of rituals surrounding alcohol consumption;
  • a advertising pupil demonstrates the relevance of organizational habit conception to realizing gift-giving rituals within the place of work; and
  • a historian describes how the selling of Kwanzaa used to be so necessary to its profitable adoption.

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Even problems for which there are good data become mysteries if scholars have differing interpretations, if the data are incomplete, or if explanations are complex. And (b) a mystery is also anything that evokes a sense of great depth— anything uncanny or eerie. Both connotations are evoked regularly and indiscriminately in Ancient Mysteries programs. Asked to comment on the mystery of ritual, I replied that a mystery in the philosophical and religious sense has little to do with lack of information or human inability to explain a phenomenon.

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Carbondale, IL: Core Institute. Rook, D. (1985). The ritual dimension of consumer behavior. Journal of Consumer Research, 72(December), 252-264. , & Wells, L. (1994). How recovering alcoholics interpret alcoholicbeverage advertising. Health Marketing Quarterly, 72(2), 125-139. , & Otnes, C. (1999). Understanding the "social gifts" of drinking rituals: An alternative framework for PSA developers. Journal of Advertising, 28(2), 17-31. S. Department of Health and Human Services (2000). S. Congress on Alcohol and Health.

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