Cele C. Otnes

Tina M. Lowrey

Bringing together scholars in consumer behavior, history, anthropology, religious studies, sociology, and communication, this is the first interdisciplinary anthology spanning 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 will enhance our understanding of why and how consumers imbue goods and services with meaning during rituals. In this volume, the first in the Marketing and Consumer Psychology series: a religious studies scholar talks about the media representation of ritual; communication scholars discuss the transformational aspects of rituals surrounding alcohol consumption; a marketing scholar demonstrates the relevance of organizational behavior theory to understanding gift-giving rituals in the workplace; and a historian describes how the marketing of Kwanzaa was so integral to its successful adoption.

A Research Anthology

Contemporary Consumption Rituals

Elizabeth Pleck

The fabulous gown, the multitiered cake, abundant flowers, attendants and guests in their finery. The white wedding does more than mark a life passage. It marries two of the most sacred tenets of American culture—romantic love and excessive consumption. For anyone who has ever wondered about the meanings behind a white dress, a diamond ring, rice, and traditions such as cake cutting, bouquet tossing, and honeymooning, this book offers an entertaining and enlightening look at the historical, social, and psychological strains that come together to make the lavish wedding the most important cultural ritual in contemporary consumer culture. With an emphasis on North American society, Cele C. Otnes and Elizabeth H. Pleck show how the elaborate wedding means far more than a mere triumph for the bridal industry. Through interviews, media accounts, and wide-ranging research and analysis, they expose the wedding's reflection—or reproduction—of fundamental aspects of popular consumer culture: its link with romantic love, its promise of magical transformation, its engendering of memories, and its legitimization of consumption as an expression of perfection. As meaningful as any prospective bride might wish, the lavish wedding emerges here as a lens that at once reveals, magnifies, and reveres some of the dearest wishes and darkest impulses at the heart of our culture.

The Allure of the Lavish Wedding

Cinderella Dreams

Pauline Maclaran

No monarchy has proved more captivating than that of the British Royal Family. Across the globe, an estimated 2.4 billion people watched the wedding of Prince William and Catherine Middleton on television. In contemporary global consumer culture, why is the British monarchy still so compelling? Rooted in fieldwork conducted from 2005 to 2014, this book explores how and why consumers around the world leverage a wide range of products, services, and experiences to satisfy their fascination with the British Royal Family brand. It demonstrates the monarchy’s power as a brand whose narrative has existed for more than a thousand years, one that shapes consumer behavior and that retains its economic and cultural significance in the twenty-first century. The authors explore the myriad ways consumer culture and the Royal Family intersect across collectors, commemorative objects, fashion, historic sites, media products, Royal brands, and tourist experiences.Taking a case study approach, the book examines both producer and consumer perspectives. Specific chapters illustrate how those responsible for orchestrating experiences related to the British monarchy engage the public by creating compelling consumer experiences. Others reveal how and why people devote their time, effort, and money to Royal consumption—from a woman who boasts a collection of over 10,000 pieces of British Royal Family trinkets to a retired American stockbroker who spends three months each year in England hunting for rare and expensive memorabilia. Royal Fever highlights the important role the Royal Family continues to play in many people’s lives and its ongoing contribution as a pillar of iconic British culture.

The British Monarchy in Consumer Culture

Royal Fever

A lavish wedding marries two of the most sacred tenets of American culture - romantic love and excessive consumption. This work offers a look at the historical, social and psychological strains that come together to make it the most important cultural ritual in contemporary consumer culture.

Cele C. Otnes

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