Exploring the Symbolic Universe of the Rainbow: a Framework For Doing Consumer Research

This inquiry examines conceptual and methodological issues involved in conducting research on the Rainbow Family of Living Light and its annual Rainbow Gathering. A critical-interpretive framework is proposed for conducting an exploratory ethnography of the 2006 Rainbow Gathering. This framework focuses primarily on the importance to participants of de-commodified social relationships, alternative symbolic universes from the margins of consumer culture, non-marketed narratives of self, and a radical embracing of difference. The remainder of this paper examines design issues, (such as obstacles to access), how to ensure an interpretive flexibility that allows for emergent frames, and insights that can be gained from such a study.


Joseph Rumbo (2006) ,"Exploring the Symbolic Universe of the Rainbow: a Framework For Doing Consumer Research", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 74-76.


Joseph Rumbo, James Madison University, United States of America


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

Share Proceeding

Featured papers

See More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

Read More


Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

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.