Overview

Bringing together scholars in consumer behaviour, history, anthropology, religious studies, sociology, and communication, this anthology spans 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 aims to help the understanding of how and why consumers imbue goods and services with meaning during rituals. A religious studies scholar talks about the media representation of ritual, communication scholars discuss the transformational aspects of rituals surrounding alcohol consumption, and a marketing scholar shows the relevance of organizational behaviour theory to understanding gift-giving rituals in the workplace.

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9780805842043

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Reviews

The book, with an excellent set of contributors, should appeal to a relatively broad audience in marketing, communications, sociology, anthropology, and psychology. Otnes and Lowrey discuss the important role of ritual in the lives of consumers and the various roles we each play. -Curtis P. Haugtvedt Ohio State University The editors have developed a thorough and well-organized volume. It covers a wide variety of topics and presents several theoretical and methodological approaches to comprehending ritual. -Elizabeth C. Hirschman Rutgers, The State University of New Jersey

"""The book, with an excellent set of contributors, should appeal to a relatively broad audience in marketing, communications, sociology, anthropology, and psychology. Otnes and Lowrey discuss the important role of ritual in the lives of consumers and the various roles we each play."" —Curtis P. Haugtvedt Ohio State University ""The editors have developed a thorough and well-organized volume. It covers a wide variety of topics and presents several theoretical and methodological approaches to comprehending ritual."" —Elizabeth C. Hirschman Rutgers, The State University of New Jersey"

""The book, with an excellent set of contributors, should appeal to a relatively broad audience in marketing, communications, sociology, anthropology, and psychology. Otnes and Lowrey discuss the important role of ritual in the lives of consumers and the various roles we each play."" —Curtis P. Haugtvedt Ohio State University ""The editors have developed a thorough and well-organized volume. It covers a wide variety of topics and presents several theoretical and methodological approaches to comprehending ritual."" —Elizabeth C. Hirschman Rutgers, The State University of New Jersey

Author Information

Cele C. Otnes, Tina M. Lowrey

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