Rituals and routines: reflecting change, redefining meaning, recasting scope

Citation

Tinson J & Nuttall P (2023) Rituals and routines: reflecting change, redefining meaning, recasting scope. Journal of Marketing Management, 39 (13-14), pp. 1163-1165. https://doi.org/10.1080/0267257x.2023.2268388

Abstract
First paragraph: Rituals and routines are universal. Increasingly, as our personal, emotional, professional, and financial existence is recognised as momentarily changeable (e.g. Campbell et al., Citation2019), rituals and routines can help assuage this pervasive unpredictability by providing meaning, structure and connection for individuals as well as social groups. Scholarly research on (consumer) rituals offers a way in which to better understand spiritual, cultural and communal beliefs (e.g. Moufahim & Lichrou, Citation2019; Rodner & Preece, Citation2019; Wallendorf & Arnould, Citation1991) with opportunities for service providers to recognise, facilitate and even create consumer practices (Cayla et al., Citation2013; Otnes et al., Citation2018; Provis, Citation2020). Rituals tend towards the collective and are characterised by prescribed tradition, formality, customs, regularity and procedure; routines reflect personal habits, are often less meaningful, and do not typically prompt behavioural responses from others. Fascination with rituals and routines can be attributed to what they reveal about the socio-cultural context in which they are embedded, as well as how related symbolism and habits indicate the inter-relationships between the individual self and social collectives (Branco-Illodo & Heath, Citation2020; Canning & Szmigin, Citation2010; Close & Zinkhan, Citation2006; Marshall, Citation2005; Shepherd & Kay, Citation2019).

Journal
Journal of Marketing Management: Volume 39, Issue 13-14