Ambivalence in Death Ritual Consumption

Through analyses of bereaved informant narratives, we examine the intrapersonal and interpersonal interplay of death ritual emotions and the ambivalence that they engender. We first see ambivalence arising from the formation of a temporary support network to cope with the negativity surrounding death. Within this network we see major sources of ambivalence as the emotional melange that results from unfettered interactions between participants, the inability of bereaved participants to modify social scripts that define their roles and action, and ambivalence that arises from people’s recognition that the communal feelings may only a transient source of fulfillment.


Aron Darmody and Samuel K. Bonsu (2007) ,"Ambivalence in Death Ritual Consumption", 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: 51-52.


Aron Darmody, York University, Toronto, Canada, MJ3 1P3
Samuel K. Bonsu, York University, Toronto, Canada, MJ3 1P3


E - European Advances in Consumer Research Volume 8 | 2007

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