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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 10 | 1983



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