Rituals, Consumption, and Marketing

A Research Companion
1. Auflage 2025
ISBN: 978-1-032-87191-2
Verlag: Taylor & Francis Ltd

Buch, Englisch, 386 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Routledge Research Companions in Business and Economics

Rituals, Consumption, and Marketing: A Research Companion is a compendium of cutting-edge scholarship exploring the relevance, roles, and functions of rituals in consumer culture—a topic that has burgeoned within the marketing field.

The volume theoretically expands on the understanding of rituals in marketing and consumer culture and how consumption rituals emerge and evolve through seven key parts: 1) conceptual understandings of ritual; 2) rituals and marketing strategy; 3) culturally-rooted rituals; 4) rituals and well-being, 5) rituals in childhood and adolescence; 6) rituals, media, and technology, and 7) writing rituals. With contributions from international scholars, ranging from early-career researchers to those who pioneered ritual scholarship in marketing, it showcases the ways rituals can contribute both to the well-being of consumers and the business objectives of marketers.

This book will be a valuable resource for academics in the marketing field pursuing ritual scholarship. It will act as a rich resource for creating assignments, cases, and projects in courses on consumer culture, consumer behavior, and marketing strategy. It will also inspire practitioners to make their customers’ experiences more meaningful and memorable.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Otnes, Cele

Lowrey, Tina M.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziologie Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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  17. Disrupting 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 UK High School Prom: An Adolescent Learning Journey  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

Über Autor(innen)

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.