This Year's Events
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October 3, 2014, 12:00 - 1:30 PM
Pursuing the Extra-Ordinary: The Transformative Role of Intra-Personal Consumption Ritualizations
Chadwick J. Miller and John L. Lastovicka, Arizona State University, Department of Marketing

John Lastovicka will be joining us to present and discuss recent work with his co-author, Chadwick Miller. Prior consumer research has primarily examined the inter-personal meanings that rituals convey in facilitating consumption communities and social order. In contrast, this research considers how solitary consumption ritualizations—that is: rituals developed by consumers for their own private use—convey intra-personal meanings to themselves in their pursuit of a transformation to the extra-ordinary. In an interpretive study of baseball players, we empirically identify two new categories of rituals; namely, self-efficacy ritualizations and cue ritualizations. We show how these improvised ritualizations psychologically transform consumers. While informants are unable to influence their adversaries or the wider environment, they endeavored to transform themselves psychologically. When perishable fetish objects failed as enduring sources of self-transformation, ritualizations were performed with the intent of becoming more self-confident, more task-focused, and more intuitive. An intuitive state is associated with less self-monitoring, automaticity, and the effortlessness and rapid-fire execution of highly practiced skills. Informants referred to this intuitive state as “being in the zone,” meaning the psychological state of flow. To the degree to which a change in the self and a reactive change in the environment are intimately connected, then transformative ritualizations may indeed shift ordinary consumers into a better position from which to achieve extra-ordinary performance.

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November 14, 2014, 12:00 - 1:30 PM
To Be Announced
To Be Announced

To be announced.

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February 6, 2015, 12:00 - 1:30 PM
To Be Announced
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To be announced.

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March 6, 2015, 12:00 - 1:30 PM
To Be Announced
To Be Announced


To be announced.

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April 3, 2015, 12:00 - 1:30 PM
To Be Announced
To Be Announced


To be announced.

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May 8, 2015, 12:00 - 1:30 PM
To Be Announced
To Be Announced


To be announced.

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