“We Just Gripe’N Gripe…That’S All We Do!”: Performing the Griping Ritual in the Weight Watchers Brand Community

Risto Moisio, University of Arizona
Mariam Beruchashvili, University of Nebraska-Lincoln
This presentation focuses on the performance of the griping ritual in the Weight Watchers brand community. We argue that griping, an underappreciated social ritual in con-sumer research literature, constructs a vulnerable self defined by traumatic experiences of stigma insinuated childhood that wound the self. Performance of the griping ritual constructs the vulnerable self in need of therapy and outside help.
[ to cite ]:
Risto Moisio and Mariam Beruchashvili (2007) ,"“We Just Gripe’N Gripe…That’S All We Do!”: Performing the Griping Ritual in the Weight Watchers Brand Community", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 489-490.