Market Agents’ Roles in the Maintenance and Transformation of Rituals

Behice Ece Ilhan, PhD Candidate at Bilkent University
Ozlem Sandikci, Assistant Professor of Marketing at Bilkent University

Paper Title: Market Agents’ Roles in the Maintenance and Transformation of Rituals

Submission Type: Working Paper

Content Area Codes: Symbolic Consumption/semiotics, Market Structure

Methodology: Qualitative research methods, Ethnography

Authors: Behice Ece Ilhan, PhD Candidate at Bilkent University

              Ozlem Sandikci, Assistant Professor of Marketing at     

       Bilkent University, Turkey

 

Contact person:

Ozlem Sandikci

E-mail: sandikci@bilkent.edu.tr

Phone: +90 312 290 1436

Address: Department of Business Administration

Bilkent University

06800 Bilkent, Ankara, Turkey         


 

Market Agents’ Roles in the Maintenance and Transformation of Rituals

Behice E. Ilhan and Ozlem Sandikci

Bilkent University

 

 

Short Abstract

 

While there has been significant interest on symbolism and consumption-related dimensions of rituals, there has been scant research attention on marketing aspects of rituals.  This paper explores the roles of market agents in the maintenance and transformation of consumption rituals.  Specifically, we look at the dowry practice in Turkey and investigate related market agents and their roles.  Preliminary data collected through ethnographic methods indicate that there are several players in this market, including independent women, retailers, schools and institutes, collective exhibitions, and media, who reproduce and transform dowry artifacts, scripts and roles through mediation, consultation and innovation.
[ to cite ]:
Behice Ece Ilhan and Ozlem Sandikci (2006) ,"Market Agents’ Roles in the Maintenance and Transformation of Rituals", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 336-337.