Until Cancelled Do Us Part: Mourning the Loss of a Relationship

This research focuses on the final phases of consumers’ relationships. Drawing from the literature on grief and mourning, we analyze the process consumers go through when their favorite television characters go off the air. Survey and observational data collected during and just following the final seasons of three television programs provide insights into the grieving period, the ceremonies and rituals associated with the final episode, ways of coping with the loss of parasocial friends, and the mechanisms viewers put in place for remembering and respecting them.


Cristel Russell and Hope Schau (2007) ,"Until Cancelled Do Us Part: Mourning the Loss of a Relationship", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 434-437.


Cristel Russell, Auckland University of technology, New Zealand
Hope Schau, University of Arizona, US


E - European Advances in Consumer Research Volume 8 | 2007

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