Rituals, Consumption, and Marketing: A Research Companion (Routledge Research Companions in Business and Economics)

Rituals, Consumption, and Marketing: A Research Companion is a compendium of cutting-edge scholarship exploring the relevance, roles, and functions of rituals in consumer culture―a topic that has burgeoned within the marketing field.

The volume theoretically expands on the understanding of rituals in marketing and consumer culture and how consumption rituals emerge and evolve through seven key parts: 1) conceptual understandings of ritual; 2) rituals and marketing strategy; 3) culturally rooted rituals; 4) rituals and well-being; 5) rituals in childhood and adolescence; 6) rituals, media, and technology; and 7) writing rituals. With contributions from international scholars, ranging from early-career researchers to those who pioneered ritual scholarship in marketing, it showcases the ways rituals can contribute both to the well-being of consumers and the business objectives of marketers.

This book will be a valuable resource for academics in the marketing field pursuing ritual scholarship. It will act as a rich resource for creating assignments, cases, and projects in courses on consumer culture, consumer behavior, and marketing strategy. It will also inspire practitioners to make their customers’ experiences more meaningful and memorable.

Cele Otnes is Professor Emerita of Marketing in the Gies College of Business at the University of Illinois at Urbana-Champaign, USA.

Tina M. Lowrey is Professor of Marketing at HEC Paris, France.