By Cele C. Otnes, Tina M. Lowrey
Bringing jointly students in client habit, heritage, anthropology, spiritual reviews, sociology, and conversation, this can be the 1st interdisciplinary anthology spanning the subject of formality reviews. It bargains a multifaceted exploration of latest rituals, corresponding to Celebrating Kwanzaa, and of the methods entrenched rituals, comparable to Mardi Gras, present giving, and weddings have replaced. furthermore, it examines the impression of either cultures and subcultures, and should improve our knowing of why and the way shoppers imbue items and providers with which means in the course of rituals.
In this quantity, the 1st within the Marketing and patron Psychology series:
- a non secular stories student talks concerning the media illustration of ritual;
- communication students talk about the transformational features of rituals surrounding alcohol consumption;
- a advertising pupil demonstrates the relevance of organizational habit thought to realizing gift-giving rituals within the office; and
- a historian describes how the promoting of Kwanzaa used to be so vital to its profitable adoption.
Read Online or Download Contemporary Consumption Rituals: A Research Anthology PDF
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Extra resources for Contemporary Consumption Rituals: A Research Anthology
Driver (1991, p. 79) observed that ritual places are very meaningful; they help individuals "construct alternative worlds ... different from ordinary life ... in the cracks between the mapped regions 1. '" This function was observed in the selection of different bars by different types of students. Some bars were for "geeks," whereas more alternative places drew the "artsy, eccentric" people. According to Treise et al. (1999), "People tend to go where they know their friends are going to be versus the places they don't know anyone.
The researchers specifically examined beer ads for elements related to efficacy through skill, power, and accomplishments for a possible connection to alcoholics' feelings of low self-worth and lack of self-efficacy. What they discovered were ads filled with fun-loving people, who are successful in relationships and able to perform superhuman stunts. Through the use of fantasy and "limit violations," a term that denoted the stretching of reality beyond its limits, people in billboards came to life while others performed daredevil acts of skill that defied gravity.
Through the use of fantasy and "limit violations," a term that denoted the stretching of reality beyond its limits, people in billboards came to life while others performed daredevil acts of skill that defied gravity. This happened in a magical world where beer cans forged through mountains, snowstorms came out of beer bottles, frogs and bears talked, and monsters walked through cities while women watched in amusement. Other transformations included the cowboy figure, who is called a "modern-day hero," and the "mountain man," who draws a number of attractive women to his side.