Myths and rituals charlotte&chloe
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Myths and Rituals
Consumer Behavior MKTG 6150Chloé Agniel & Charlotte CartierSeptember 26th, 2013
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Introduction
• Importance of culture on consumer behavior
• Myths and Rituals are cultural elements
• How myths and rituals influence postmodern consumer behavior and how the brands use them in their business strategy?
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What is a myth ?• Story with symbolic elements that represent the shared
emotions and ideals of a culture
• All cultures have their myths : legends, religions, creation of world, Greek and Roman mythology…
• Passed by oral communication (Word of Mouth)
Sources : http://k3hamilton.com/cb/cb16.html
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What is a myth ?• Good VS Evil• Teach a moral lesson: showing people how to behave• Enable people to understand their world
• The functions are:
The metaphysical (religious) Sociological (maintenance of the established order) Cosmological (image of the universe) Psychological (key points in our lives).
Sources : http://www.folkstory.com/campbell/scholars_life.html
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What modern myths do you know ?
https://www.youtube.com/watch?v=uqgs1T6GUjs
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Myths and consumer behaviour
• Myths influence consumer behavior (in movies, advertising…)
Part of culture and identity
• Consumers look for stories, they need experiences and some magic in their life
Storytelling article in Adweek. Story more important that contenthttp://www.youtube.com/watch?v=3_eRxYHCvPg
Sources : Blog http://raphaellelaubie.com Branding Strategy : How to create a word of mouthhttp://www.adweek.com/news/advertising-branding/why-agencies-and-brands-need-embrace-true-storytelling-152534
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• Brands use myths and symbols in advertising campaigns (Adam and Eve, Remus and Romulus…)
http://www.youtube.com/watch?v=7FezVhVz_xI Doritos
• Brands use mythical characters (gods, angels…)http://www.youtube.com/watch?v=aPkyPdubqDs Nike Just Do It
How brands use myths
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Example : End of the world 2012
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Example : End of the world 2012
• http://www.youtube.com/watch?v=n_hnZgEjJD4
End of the World Noah’s Ark
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Brands create myths to share experiences with their consumers and to make their product sacred.
• Apple and Steve Jobs became a myth
• Coca Cola and the secret recipe
Article in Branding Magazinehttp://www.brandingmagazine.com/2011/12/09/coca-cola-secret-recipe-revealed/
How brands create myths
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• Risk of disappointmentExample of the eternal youth
• Sometimes, a gap between myth and realityExample of Nike
Limits to the use of myths
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What is a ritual ?
• “The term ritual refers to a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence and that tend to be repeated over time “
Source : The Ritual Dimension of Consumer Behavior D.W Rook
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What is a ritual ?• http://www.youtube.com/watch?v=ABj8G5FuxSQ
Source : http://raphaellelaubie.com/2011/05/17/branding-strategy-how-to-create-word-of-mouth-25/
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Typology of ritual experience
Source : The Ritual Dimension of Consumer Behavior D.W Rook
Primary behaviorsource
Ritual type Examples
CosmologyReligious
MagicAesthetic
Baptism, meditation, mass « Healing », gambling
Performing arts
Cultural valuesRites of passageCultural
Graduation, marriage
Festivals, Valentine’s Day, Super Bowl, Ground Hog Day
Group learning
CivicSmall group
Family
Memorial Day parade, elections, trialsPanacake Day, fraternity initiation, business
negotiations, office luncheonsMealtime, bedtime, birthday and holiday
celebrations
Individual aims and emotions Personal Grooming, household rituals
Biology Animal Greeting, mating
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What rituals do you have ?
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Different types of rituals
• Gift-giving rituals
• Grooming rituals
• Holiday rituals
• Rites of passage
Source : Interpretive Consumer Research, McCracken 1988
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Gift-giving rituals• The ritual of exchange is characterized by the choice and the
offering of an object (present) by an individual and its acceptance by another one.
• 3 different phases : • Gestation • Presentation • Reformulation
• Gift giving is a form of:• Economic exchange• Symbolic exchange• Social expression
• Every culture prescribes certain occasions and ceremonies for giving gifts
Source : Contemporary Consumption Rituals, Sherry 1983
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Grooming rituals
• All consumers have private grooming rituals
• Sequences of behaviors whose aim is to transition from private to public self (or back again)
• Work/leisure personal rituals
• Beauty rituals reflect transformation from natural state to social world
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Before and after phenomenon
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Holiday rituals• Most holidays are based on a
myth with a character at center of story
• Ritual artifacts and scripts
• Businesses invent new occasions to capitalize on need for cards/ritual artifacts
• Retailers elevate minor holidays to major ones to provide merchandising opportunities
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Rites of passage
• Special times marked by a change in social status
• Three phases:• Separation • Liminality • Aggregation
• Practices vary across cultures but are rich in symbolic value
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What brands do you associate with this particular ritual ?
Rituals Brands
Having a shower ?
Morning coffee ?
Brushing your teeth ?
Valentine’s day ?
Easter ?
Drinking beers with friends ?
Family time ?
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Brands Rituals
?
?
?
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Rituals and brands
• Ritual artifacts
• Expand the way the public receives their product
• Attachment to the brand
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Examples
• McDonald’s https://www.youtube.com/watch?v=ivxP-UujQak
• Shumenskohttps://www.youtube.com/watch?v=RYc6EdN51HI
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Sacred and profane consumption
• Sacred consumption: involves objects and events that are set apart from normal activities and are treated with respect.
• Profane consumption :describes objects and events that are ordinary and everyday. They are not special like the sacred objects.
Eg : wedding dress VS dress for work
Source : http://k3hamilton.com/cb/cb16.html
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Domains of sacred consumption• Sacred places:
• Religious/mystical and country heritage • Theme parks • Home
• Sacred people• Celebrities• Royalty
• Sacred events• Public events • Sports • Tourism
• Souvenirs • Local products, postcards, representations of the site
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Desacralization• Desacralization: when a sacred
item/symbol is removed from its special place or is duplicated in mass quantities.• Souvenir reproductions
• Religion has somewhat become desacralized• Fashion jewelry• Christmas as secular, materialistic
occasions
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Limits to the use of rituals• Rituals have life cycle, they decline and gain in popularity :
need for companies to adapt to new trends
• Difficulty for new entrants
• Important to take into account the notion of culture• Nutella• Pastis Ricard
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Conclusion
• Myths and rituals : good opportunity for marketers
• The understanding of the cultural dimension of myths and rituals is crucial
• Creating a bond with brands using myths and rituals results in brand loyalty
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Questions ?
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• Joseph Campbell, the four functions of mythhttp://www.folkstory.com/campbell/scholars_life.html • Branding strategy : How to create a word of mouth ?http://raphaellelaubie.com/2011/05/17/branding-strategy-how-to-create-word-of-mouth-25/ • Why Agencies and Brands Need to Embrace True Storytellinghttp://www.adweek.com/news/advertising-branding/why-agencies-and-brands-need-embrace-true-storytelling-152534
• Coca-Cola secret recipe revealed ? http://www.brandingmagazine.com/2011/12/09/coca-cola-secret-recipe-revealed/
Sources
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Sources• The Ritual Dimension of Consumer Behavior, D W Rook :https://www2.bc.edu/~woodsiar/CB%20Chap%201%20Rook%20Ritual%20Dimensions%20.pdf
• Cultural influences on consumer behavior : http://k3hamilton.com/cb/cb16.html
• An integrative framework for cross-cultural behavior : http://iba8010kelly.alliant.wikispaces.net/file/view/Culture+and+Innovation+-+An+integrative+framework+for+cross-cultural+consumer+behavior.pdf