“I Will Give Gold, Silver and Gold Coins”, Says Bride’S Mother: Ethnomusicology of Consumer Culture in the Ritual Songs of India

In this research I have ethnographically analyzed ritual songs to find out the collective desire of a cultural group. I found that collective desires are expressed for possession of objects, brands and relationships.



Citation:

Ram Vikas (2015) ,"“I Will Give Gold, Silver and Gold Coins”, Says Bride’S Mother: Ethnomusicology of Consumer Culture in the Ritual Songs of India", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: .

Authors

Ram Vikas, Institute of Rural Management Anand, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Featured

I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.