Psychosocial Themes in Consumer Grooming Rituals, Advances in Consumer Research
Ritual behavior is discussed as a mode of conceptualizing and analyzing consumer behavior. With specific focus on personal grooming rituals, thematic stories were collected from a cross section of young adults, using a projective, TAT-type Instrument. Their content Is Interpreted using Eriksonian theories of psychosocial development and ritualization of behavior, to illustrate variations in grooming product symbolisms at different social class levels.
Levy, Sidney. 1983. Psychosocial Themes in Consumer Grooming Rituals. Advances in Consumer Research. 10(1): 329-333.