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 More

Featured

N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

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.