Advances in Consumer Research Volume 12 , Pages Modern ritual merits closer attention by consumer researchers. The widespread use of products as ritual artifacts is particularly noteworthy. The female business suit is conceptualized as an artifact which is integral to a modern rite de passage. A ritual is a formal behavior system used to e. Rook It belongs to a category of social mechanisms termed "generalized symbolic media of social interaction" Parsons Although ritual is often associated with ancient religion is observations, it is important to note that it is not exclusive to primitive cultures, but is expressed in a variety of secular social activities. However, as Rook has noted, although rituals pervade daily life, they have gone largely unnoticed by marketers.
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