Contemporary Consumption Rituals: A Research Anthology

359 Pages·2003·17.88 MB·English

by  Cele C. Otnes

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.
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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