Dressing for the thrill: An exploration of why women dress up to go shopping

This paper focuses on the pleasurable aspects of shopping from an experiential perspective, ritual behaviour being the focal point. This research adopts an interpretive methodological approach and relies on phenomenological interviews with a range of women to explain how ritual behaviour and ritual...

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Bibliographic Details
Published in:Journal of consumer behaviour 2005-06, Vol.4 (4), p.234-245
Main Authors: Johnstone, Micael-Lee, Conroy, Denise M.
Format: Article
Language:English
Subjects:
Audiences
Consumer behavior
Consumers
Consumption
hedonic consumption
Personal grooming
Research methodology
ritual artefacts
ritual behaviour
Rituals
Shopping
Social identity
Social interaction
Studies
symbolic consumption
Women
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Summary:This paper focuses on the pleasurable aspects of shopping from an experiential perspective, ritual behaviour being the focal point. This research adopts an interpretive methodological approach and relies on phenomenological interviews with a range of women to explain how ritual behaviour and ritual artefacts contribute to pleasurable shopping experiences. The findings suggest that the dressing ritual is an important determinant of whether or not the shopping experience will be perceived as pleasant or unpleasant. Equally important, the ritual of dressing was found to play an important role for many of the participants in their maintenance of self. Copyright © 2005 John Wiley & Sons, Ltd.
ISSN:1472-0817
1479-1838
DOI:10.1002/cb.11