Year: 2023
Type: article
Abstract: Consumer research has established a rich understanding of dominant consumption rituals, yet the tensions that emerge during celebratory rituals remain under-researched.Through the context of hen party rituals, we examine the emergent tensions in consumption rituals.Our insights are developed from in-depth interviews with hen party participants and netnography of Reddit forums on hen party planning and experiences.Our prioritisation of emergent tensions of rituals contributes to richer understandings of consumer ritual performance.We find consumers deploy selfpolicing as a form of boundary-work to reduce emergent tensions during ritual performance.We identify two forms of self-policing: shielding and remedying.In doing so, we contend that the evolution of hen party rituals can be both a celebration and a burden, steeped in feelings of anticipation and obligation.
Source: Journal of Marketing Management
Authors: Nicole Porter, Amy Goode, Stephanie Anderson
Institutions: University of Stirling, University of Glasgow
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4380362154