The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey
Abstract
Two processes at work in contemporary society are the secularization of religion and the sacralization of the secular. Consumer behavior shapes and reflects these processes. For many, consumption has become a vehicle for experiencing the sacred. This article explores the ritual substratum of consumption and describes properties and manifestations of the sacred inherent in consumer behavior. Similarly, the processes by which consumers sacralize...
Paper Details
Title
The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey
Published Date
Jun 1, 1989
Journal
Volume
16
Issue
1
Pages
1 - 38
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