Over the years, there
has been an increased need to study human patterns as a means of developing models that explain the fundamental reasons behind such operations and to offer predictions that can guide future decision-making processes. The monotonous activit
ies people engage in every day can be viewed as a ritual phenomenon based on the level of commitment and adherence to a particular routine without any deviations. In this case, focus shall be placed on Valentines Day and the rituals that are observed by others as a means of recognizing the day. For a better understanding of Valentine’s day ritual, we shall use Rook’s article on “The Ritual Dimension of Consumer Behavior” as the foundation for our analysis.
The Ritual Experience
Rook (1985) identifies the existence of a ritual phenomenon as a distinctive feature in the manner in which people associate manage to portray a particular behavior as
a means of expressing themselves in various situations. Ritual behaviorsare usually synonymous with fields such as sociology, religions, and cultural anthropology where there is a set of determined behaviors expected from individuals(Rook, 1985). However, there is the need to understand the duplicationClientsof such ritual phenomena in other areas like in this case, how it dictates consumer behavior, especially on Valentine’s day. On( the 1
4th of February, people operate on a particular script where there are certain expectations and practices. Here, we can observe the uniform dress code where people, especially couples, dress in red outfits and there is a massive demand for roses as a symbol for the occasion.
Following the analysis presented by Rook (1985), the available definitions of rituals do not adequately reflect on its application in different fields apart from that of religion. Ritual experiences follow a particular routine where there is a systematic unfolding of episodic events that is duplicated regularly during the occasion. We can associate this understanding to the view presented by Carol Kaufman-Scarborough where she develops the comprehension that ritual consumption entails the observation of behaviors deemed crucial to our lives(Probst, 2017). The definition canbe applied to the activities that unfold on Valentine’s day where a particular routine of observed without failure, especially by families, inrestaurants, at workplaces. On the 14th, a specific color, red, is seen as a symbol rfor the day this is followed by the numerous bookings for dinner reservations for couples to celebrate the day.
The trend follows the third characteristic of ritual behavior where there is a sequential repetition of the event over time(Rook, 1985). Therefore, Valentine’s day is seen to follow the presentation of ritual phenomena as it appertains to consumer behavior.
There is the prevailing understanding that suggests the existence of a primary behavior source as the stimulant for ritual behaviors(Rook, 1985). The research conducted by Rook acknowledges the presence of a variety of primary behavior source with the emphasis on the cosmological belief system. Here, ritual performances appeared to have a higher significance through the use of symbols as compared to the existing beliefs such as those presented through theology(Rook, 1985). Following this point of view, we can apply the same theory on the unfolding of events during Valentine’s day where people focus on the importance of symbolism instead of focusing on the theoretical presentations. kTheological presentations suggest that such symbolism seen on Valentine’s day should be practiced regularly. However, due to there is a ritualistic behavior where certain deeds are replicate
y 14th of February on Valentine’s day.
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