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Konsumrituale als strategisches Marketinginstrument
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Konsumrituale stellen ein randstndiges Forschungsgebiet der (Konsum-)Soziologie dar, was insofern erstaunlich ist, als dass die Ritualforschung eine etablierte Gre in den Sozial- und Kommunikationswissenschaften darstellt. Aus diesem Grund zielt Michael Roslon mit diesem essential darauf ab, die Erkenntnisse der Ritualforschung auf die Analyse von Konsumhandlungen zu bertragen. Auf diese Weise knnen Unternehmen wichtige Consumer Insights generieren, die sie im Rahmen ihrer Kommunikationsanstrengungen gewinnbringend anwenden knnen.
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