Dominant Consumption Rituals and Intragroup Boundary Work: How Non-Celebrants Manage Conflicting Relational and Identity Goals (2024)

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Michelle F. Weinberger

Michelle F. Weinberger ( m-weinberger@northwestern.edu ) is assistant professor of Integrated Marketing Communications at Northwestern University, Medill School of Journalism, Media, Integrated Marketing Communications, 1870 Campus Drive, Evanston, IL 60 208. The author would like to thank Melanie Wallendorf, Zeynep Arsel, Ashlee Humphreys, Jonathan Bean, Jane Zavisca, Hope Jensen Schau, Robert Lusch, Cele Otnes, Wendy Griswold, the members of Northwestern Sociology Department’s Culture and Society Workshop, and the entire review team for their constructive feedback at various stages of this article’s development.

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Journal of Consumer Research, Volume 42, Issue 3, October 2015, Pages 378–400, https://doi.org/10.1093/jcr/ucv020

Published:

28 May 2015

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    Michelle F. Weinberger, Dominant Consumption Rituals and Intragroup Boundary Work: How Non-Celebrants Manage Conflicting Relational and Identity Goals, Journal of Consumer Research, Volume 42, Issue 3, October 2015, Pages 378–400, https://doi.org/10.1093/jcr/ucv020

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Abstract

Through collective engagement in consumption rituals, group members reinforce intragroup relationships and the boundaries of the group. Yet, paradoxically, as intragroup diversity increases, dominant rituals deployed for this relational work, can run counter to the ideologically rooted identities of some members. Using a sociological lens, this article focuses on the complexities of not celebrating a dominant collective consumption ritual by focusing on people who do not celebrate Christmas in America. The qualitative data analysis finds that non-celebrants use a set of ritual strategies that are grounded in their conflicting goals of protecting their ideologically rooted identities but also doing relational work with celebrators. It shows how non-celebrants deploy consumptive elements of the dominant ritual as symbolic resources to enact each strategy, foregrounding or backgrounding the symbolic boundary between themselves and celebrators. Beyond the context, contributions to the study of symbolic boundaries, identity politics, and collective consumption rituals are discussed.

ritual, symbolic boundaries, identity, consumer culture theory

© The Author 2015. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com

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