Consumer Mourning and Coping With the Loss of Strategic Rituals: the Case of Marshall Field & Co.
By exploring consumers’ reactions to the rebranding of Marshall Field & Co. as Macy’s, this paper explores consumer mourning and coping with the loss of a cherished retail store, one responsible for creating or co-creating strategic rituals (those designed to enhance customer relationships and profit) throughout consumers’ lives. By conducting depth interviews with fifteen consumers, we explore three research questions: 1) What cherished rituals did Field’s create or co-create with consumers? 2) What benefits of these rituals do consumers miss the most? 3) How do consumers cope with the loss of these strategic rituals?
Cele Otnes, Jenny Yang, Behice Ece Ilhan, and Nicole Tami (2009) ,"Consumer Mourning and Coping With the Loss of Strategic Rituals: the Case of Marshall Field & Co.", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 688-688.
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Jenny Yang, University of Illinois at Urbana-Champaign, USA
Behice Ece Ilhan, University of Illinois at Urbana-Champaign, USA
Nicole Tami, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 36 | 2009
Consumer Attachment Styles and Preference for Sharing Products
Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU
Product Complexity as a Barrier to Consumer Financial Decision-Making
Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA
Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors
Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA