Psychosocial Themes in Consumer Grooming Rituals

ABSTRACT - Ritual behavior is discussed as a mote of conceptualizing and analyzing consumer behavior. With specific focus on personal grooming rituals, thematic stories were collected from a cross section of young adults, using a projective, TAT-type instrument. Their content is interpreted using Eriksonian theories of psychosocial development and ritualization of behavior, to illustrate variations in grooming product symbolisms at different social class levels.


Dennis W. Rook and Sidney J. Levy (1983) ,"Psychosocial Themes in Consumer Grooming Rituals", in NA - Advances in Consumer Research Volume 10, eds. Richard P. Bagozzi and Alice M. Tybout, Ann Abor, MI : Association for Consumer Research, Pages: 329-333.


Dennis W. Rook, University of Southern California
Sidney J. Levy, Northwestern University


NA - Advances in Consumer Research Volume 10 | 1983

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