Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]