Contemporary Consumption Rituals: A Research Anthology PDF
Preview Contemporary Consumption Rituals: A Research Anthology
Contemporary Consumption Rituals: A Research Anthology MARKETING AND CONSUMER PSYCHOLOGY SERIES Curtis P. Haugtvedt, Ohio State University Series Editor OTNES/LOWREY • Contemporary Consumption Rituals: A Research Anthology Contemporary Consumption Rituals A Research Anthology Edited by Cele C. Otnes Tina M. Lowrey LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2004 Mahwah, New Jersey London Copyright © 2004 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microfilm, retrieval system, or any other means, without prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 Cover design by Kathryn Houghtaling Lacey Library of Congress Cataloging-in-Publication Data Contemporary consumption rituals : a research anthology / edited by Cele C. Otnes, Tina M. Lowrey. p. cm. Includes bibliographical references and index. ISBN 0-8058-4204-7 (cloth : alk. paper) ISBN 0-8058-4779-0 (pbk. : alk. paper) 1. Consumption (Economics) I. Otnes, Cele. II. Lowrey, Tina M. HC79.C6C678 2003 390—dc21 2003040770 CIP Books published by Lawrence Erlbaum Associates are printed on acid- free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 21 To my family, near and far C.C.O -C.C.O To L. J. —T.M.L. This page intentionally left blank Contents Series Foreword ix Curt Haugtvedt Contributor Biographies xi Preface xix Cele C. Otnes and Tina M. Lowrey Part I: Consumer Rituals and the Media 1 Drinking Rituals Among the Heaviest Drinkers: College Student Binge Drinkers and Alcoholics Joyce M. Wolburg and Debbie Treise 3 2 Consuming Ritual: A&E's Sacred Rites and Rituals 21 Ronald L. Grimes Part II: Holidays and Consumption 3 Ceremonial Disrobement and Moral Choice: 39 Consumption Rituals at Mardi Gras Wesley Shrum 4 Kwanzaa: The Making of a Black Nationalist 59 Tradition, 1966-1990 Elizabeth H. Pleck 5 The Evolution, Transformation, and Demise of a Ritual: 83 The Case of May Day Mary Ann McGrath J vii viii CONTENTS 6 Consumer Fairy Tales of the Perfect Christmas: Villains 99 and Other Dramatis Personae Tina M. Lowrey and Cele C. Otnes Part III: Wedding Rituals Across Cultures 7 Love Without Borders: An Examination of Cross-Cultural 125 Wedding Rituals Michelle R. Nelson and Sameer Deshpande 8 Dowry: A Cherished Possession or an Old-Fashioned Tradition 149 in a Modernizing Society? Ozlem Sandikci and B. Ece Ilhan Part IV: Gift Exchange 9 Gift Exchange Rituals in the Workplace: A Social Roles 181 Interpretation Julie A. Ruth 10 In the Spotlight: The Drama of Gift Reception 213 David B. Wooten and Stacey L. Wood 11 Ritual Desire and Ritual Development: An Examination 237 of Family Heirlooms in Contemporary North American Households Carolyn Folkman Curasi, Eric J. A mould and Linda L. Price Part V: Pushing the Boundary of Ritual 12 Moving on to Something Else: The Social Relations of Women 269 During Separation Jean-Sebastien Marcoux 13 Sacred Iconography in Secular Space: Altars, Alters, 291 and Alterity at the Burning Man Project John F. Sherry, Jr. and Robert V. Kozinets Part VI: Afterword 14 Interesting Stuff: A Commentary on Contemporary 315 Consumption Rituals Dennis W. Rook Author Index 321 Subject Index 329 Series Foreword On a daily basis, people are exposed to thousands of marketing appeals (brand names, logos, advertisements, etc.). Attitudes toward products, brands, compa- nies, and decisions to purchase, use, and dispose of products are common and im- portant activities in our lives. The Consumer Psychology and Marketing Series focuses on contemporary and long-standing issues relevant to psychology, sociology, anthropology and other social sciences as they relate to consumption activities, the multi-faceted influence of advertising, and the relationships between consumers, companies, and brands. The volumes are meant to serve as a bridge between basic and applied research, pro- viding summaries of existing research findings, noting relevant theoretical frame- works, and identifying new areas of inquiry. The volumes in this series will appeal to advanced undergraduates, graduate students, and faculty in the social sciences inter- ested in learning more about the relationship of their disciplines to the discipline of marketing. The volumes will also appeal to practitioners seeking to identify relevant theories and research methods to address practical problems. For the first book in the series, Cele Otnes and Tina Lowrey have assembled an impressive list of experts to discuss perspectives on the roles of consumption rituals in the lives of consumers. —Curt Haugtvedt Series Editor IX
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