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

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.


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.


Risto Moisio, University of Arizona
Mariam Beruchashvili, University of Nebraska-Lincoln


NA - Advances in Consumer Research Volume 34 | 2007

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