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The Ritual Dimension of Consumer Behavior

The Ritual Dimension of Consumer Behavior Abstract In daily living, people participate regularly in a variety of ritualized activities at home, work, and play, both as individuals and as members of some larger community. The average person also relies on various ritual events to mark such significant life passages as graduation, marriage, and death. Despite these pervasive and meaningful ritual experiences, consumer research has largely failed to recognize this extensive behavioral domain. The present article introduces and elaborates the ritual construct as a vehicle for interpreting consumer behavior and presents the results of two exploratory studies that investigate the artifactual and psychosocial contents of young adults' personal grooming rituals. This content is only available as a PDF. Author notes * This article received an honorable mention in the 1985 Robert Ferber Award for Consumer Research competition for the best interdisciplinary article based on a recent doctoral dissertation. The award is cosponsored by the Association for Consumer Research and the Journal of Consumer Research. ** Dennis W. Rook is Assistant Professor of Marketing in the School of Business Administration, The University of Southern California, Los Angeles, CA 90089-1421. The author wishes to thank Sidney J. Levy for many helpful comments on early drafts of this paper. In addition, the suggestions of three anonymous reviewers are gratefully acknowledged. © JOURNAL OF CONSUMER RESEARCH http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

The Ritual Dimension of Consumer Behavior

Journal of Consumer Research , Volume 12 (3) – Dec 1, 1985

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References (58)

Publisher
Oxford University Press
Copyright
© JOURNAL OF CONSUMER RESEARCH
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/208514
Publisher site
See Article on Publisher Site

Abstract

Abstract In daily living, people participate regularly in a variety of ritualized activities at home, work, and play, both as individuals and as members of some larger community. The average person also relies on various ritual events to mark such significant life passages as graduation, marriage, and death. Despite these pervasive and meaningful ritual experiences, consumer research has largely failed to recognize this extensive behavioral domain. The present article introduces and elaborates the ritual construct as a vehicle for interpreting consumer behavior and presents the results of two exploratory studies that investigate the artifactual and psychosocial contents of young adults' personal grooming rituals. This content is only available as a PDF. Author notes * This article received an honorable mention in the 1985 Robert Ferber Award for Consumer Research competition for the best interdisciplinary article based on a recent doctoral dissertation. The award is cosponsored by the Association for Consumer Research and the Journal of Consumer Research. ** Dennis W. Rook is Assistant Professor of Marketing in the School of Business Administration, The University of Southern California, Los Angeles, CA 90089-1421. The author wishes to thank Sidney J. Levy for many helpful comments on early drafts of this paper. In addition, the suggestions of three anonymous reviewers are gratefully acknowledged. © JOURNAL OF CONSUMER RESEARCH

Journal

Journal of Consumer ResearchOxford University Press

Published: Dec 1, 1985

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