Ritual Characteristic Congruence between Consumers’ Consumption and Production Practices

Authors

Shannon Cummins, University of Nebraska at OmahaFollow
Sanford Grossbart, University of Nebraska - Lincoln

Document Type

Conference Proceeding

Publication Date

12-1-2009

Publication Title

Abstracts from the 2009 Conference of the Macromarketing Society

Volume

29

Issue

4

First Page

429

Last Page

429

DOI

https://doi-org.leo.lib.unomaha.edu/10.1177/0276146709350162

Abstract

This paper explores characteristic congruencies between ritual consumption and ritual production. While ritual consumption and coproduction are topics of study in marketing, ritual production has not been explored. This paper expands upon previous research on ritual consumption to develop a typology of ritual production including four metaphors: production-asexperience, production-as-classification, production-as-play, and production-as-integration. The typology is used to provide a framework for understanding the ritual tendencies of individuals who engage in ritual production and consumption in materialist and nonmaterialist ways.

Recommended Citation

Ritual Characteristic Congruence between Consumers’ Consumption and Production Practices (2009). Journal of Macromarketing, 29(4), 426-438. https://doi-org.leo.lib.unomaha.edu/10.1177/0276146709350162