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Hedonic meaning creation though Christmas consumption: a review and model

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Over the last twenty-five years there has been an increasing general recognition of the need for a deeper understanding of consumer behaviour by examining it from an experiential perspective and not only from the traditional information processing approach. Within the Consumer Culture Theory tradition particular attention has been paid to examining hedonic, aesthetic and ritualistic dimensions of consumption and possession practices, and recognising the active role of consumers in creating meaning through consumption objects and activities, although our understanding of this in the context of shared celebratory occasions is limited. This paper examines how consumers construct hedonic meanings through the family celebration of Christmas. This universally celebrated festival provides a suitable setting for examining hedonic meaning creation in the secular consumption of the celebration. The two-stage qualitative study of British women led to new insights into the variety of ways in which they create social hedonic meanings as they plan, enact and reflect on family-based Christmas consumption activities. The emerging conceptualisation is discussed along with managerial implications.
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Keywords: CHRISTMAS; CONSUMPTION; HEDONIC MEANING; MEANING CREATION; RITUALS

Document Type: Research Article

Publication date: 2009-09-01

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