Ritual Scholarship in Marketing: Past, Present and Future
We examine over thirty years of research on consumer rituals to understand the roles of rituals in relation to consumers, marketers, marketplace relationships and cultural institutions. We organize the ritual literature into five domains (foundational, micro, meso, marketplace, and macro), and highlight future research areas in these domains.
Citation:
Cele Otnes, Linda Tuncay Zayer, Robert Arias, and Arun Sreekumar (2018) ,"Ritual Scholarship in Marketing: Past, Present and Future", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 231-236.
Authors
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA
Featured
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Featured
Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection
Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA