The Gold That Binds: the Ritualistic Use of Jewelry in a Hindu Wedding

EXTENDED ABSTRACT - Gold jewelry is deeply woven into the social, cultural and religious fabric of Indian Hindu (AHindu’@) life. In most Hindu communities, gold forms an indispensable part of the jewelry that bedecks a bride (Shukla 2000) as she undergoes the rituals that will incorporate her into her groom’s family. Since weddings are the major cultural performance of every Hindu family (Kolenda 1984), we examined the ritualistic use of gold jewelry in weddings to develop insights into the Hindu perspective of possession meaning. We synthesized the relevant literature with data from fifteen depth interviews before, during, and after participant-observation of the Hindu wedding of ALisa@ (WF22) to ASanjay@ (IM22). The longitudinal nature of the data collection engendered a temporal perspective of Lisa’s journey into a Hindu extended family.


Karen V. Fernandez and Ekant Veer (2004) ,"The Gold That Binds: the Ritualistic Use of Jewelry in a Hindu Wedding", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 55-55.


Karen V. Fernandez, University of Auckland
Ekant Veer, University of Auckland


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More


L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More


The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

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.