Measuring consumer rituals : a marketing application
Neale, Larry, Mizerski, Richard, & Lee, Alvin (2008) Measuring consumer rituals : a marketing application. In Proceedings Winter American Marketing Association Educators Conference : Marketing the Organization and its Products and Services, 15-19 February 2008, Austin, Texas.
Rituals are an important part of society, and are a frequent topic of investigation among sociologists and anthropologists. Although researchers have previously investigated ritual, this paper is the first to generate a scale to measure consumption ritual. This study uses a sample of 651 attendees at an Australian Football League game to explore ritual behavior, define the gameday rituals observed, and design a scale to measure consumption ritual. As a newly generated construct, Australian football sports fan ritual has two dimensions – personal and social rituals. For academic researchers, the findings help establish the role of ritual in consumption and the possibility of marketers to generate ritualistic activities to enhance sales. Future research opportunities in other product categories are also discussed.
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|Item Type:||Conference Paper|
|Keywords:||Consumer Rituals, Sports, ALF, Consumption|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 [please consult the authors]|
|Deposited On:||02 Oct 2009 11:40|
|Last Modified:||11 Aug 2011 02:13|
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