Book2.Chap01-ConsumptionAndSpirituality Routledge2011 PDF

1 Introduction
Unravelling Complexities at the

Commercial/Spiritual Interface
Diego Rinallo, Linda Scott, and Pauline Maclaran
Spirituality and consumption? Really? This book brings together two top- 1
ics that in the eyes of many go uneasily together. Spirituality is sublime. It 2
smells of incense and everything that is good in humans. Consumption is 3
instead mundane, materialistic, and ultimately soulless. The idea of spiri- 4
tual consumption may thus be considered an oxymoron, a contradiction in 5
terms. For sure, it triggered negative reactions from some of our informants 6
(not to mention colleagues). Why would business school professors be inter- 7
ested in studying spirituality? Shouldn’t this topic be left to more respected 8
disciplines? Do we really need to frame humanity’s spiritual search as con- 9
sumption? Is there something to gain from calling spiritual seekers con- 10
sumers? These were some of the questions we were asked. We believe that 11
these reactions arise from a cultural tension that is at the centre of both 12
age-old speculation in philosophy, theology, and social science, and the life 13
of countless individuals in postmodern societies: the difficult relationship 14
between matter and spirit, sacred and profane. And yes, we also believe 15
that, as marketing and consumer researchers, we may add something to the 16
debate that would be missed by sociological, cultural, or anthropological 17
analyses of spirituality. Before defending this assertion, which might be 18
easily dismissed as disciplinary colonialism, let us introduce briefly what 19
we mean by spirituality and the way the concept is treated in the disciplines 20
that have it as a subject of study. 21
22
23
SPIRITUALITY VS. RELIGION 24
25
Spirituality is not the same as religion. This affi rmation would have sounded 26
odd a few decades ago. Experiences that would now be considered spiri- 27
tual were labelled as religious in influential work such as William James’ 28
(1902/1982) The Varieties of Religious Experiences and Rudolf Otto’s 29
(1917) The Idea of The Holy. With the counterculture of the 1960s, this 30
began to change. Already in 1964, Abraham Maslow suggested that spiri- 31
tuality can be found outside of institutionalised churches. According to 32
the founder of humanistic psychology, experiences such as “the holy; . . . 33
34
Rinallo 1st pages.indd 1

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2 Diego Rinallo, Linda Scott, and Pauline Maclaran
1 humility; gratitude and oblation; thanksgiving; awe before the mysterium
2 tremendum; the sense of the divine, the ineffable; the sense of littleness
3 before mystery; the quality of exaltedness and sublimity; the awareness of
4 limits and even of powerlessness; the impulse to surrender and to kneel; a
5 sense of the external and of fusion with the whole of the universe; even the
6 experience of heaven and hell” (Maslow, 1964, p. 54) can be felt by the
7 religious and the non-religious alike. In the decades that followed, many
8 observed that “religion is giving way to spirituality” (Heelas and Wood-
9 head, 2005). The divorce of spirituality from religion can be ascribed to
10 two distinct but related phenomena: the secularisation of society and the
11 postmodern behaviour of spiritual seekers, who mix and match from differ-
12 ent sources to customise their spiritual beliefs and practices.
13 According to theories of secularisation (Hammond, 1985; Wilson, 1969),
14 modernisation of society would inexorably lead to the demise of religion.
15 One can easily trace an antecedent of this body of work in Max Weber’s
16 (1922/1978) disenchantment thesis, according to which the scientific revo-
17 lution and the Protestant Reformation in the fi fteenth and sixteenth cen-
18 turies resulted in a rationalisation and intellectualisation of individual and
19 social life and in a corresponding decline in religious beliefs and practices.
20 After enjoying decades of unchallenged supremacy, the more extreme ver-
21 sions of the secularisation thesis were empirically disconfi rmed. Studies
22 show that some European countries are indeed becoming more secular,
23 whereas in the United States religion is on the rise (Berger, Davie, and
24 Fokas, 2008). The American religious market is a competitive arena where
25 different institutions and groups invest to maintain and develop their mem-
26 bership, resulting in greater overall demand for religious services. Europe
27 is instead still characterised by quasi-monopolistic religious markets as in
28 many countries the once state religions still enjoy a dominant position. As
29 a consequence, institutionalised religions have reduced incentives to mar-
30 ket themselves, resulting in reduced participation rates (Finke, 1997; Finke
31 and Stark, 1988; Iannaccone, 1991; Stark, 1997; Stark and Bainbridge
32 1985; Stark and Finke, 2000; Warner, 1993). Studies from other regions
33 of the world suggest that religion is as alive today as it ever was (Berger,
34 1999). This is true also for countries where state atheism was enforced and
35 organised religions had to go underground, including former Eastern Bloc
36 countries and China.
37 Clearly, the secularisation of Europe is the exception rather than the rule.
38 A much more defensible aspect of secularisation theory highlights the loss
39 of authority of religious institutions on various spheres of public and pri-
40 vate life. Social functions that used to be ascribed to religion are now dealt
41 with by specialised institutions (Luckmann 1967; Wilson 1982), which are
42 governed according to their own specific logic. Over the centuries, with its
43 institutional separation from the state, science, medicine, education, art,
44 economy, etc., religion has thus lost its ability to morally overarch all of
45 society in a sort of “sacred canopy” (Berger, 1967).
46

Introduction 3
Starting from the 1960s, the reduced authority of institutionalised reli- 1
gions has led to an increased individual freedom to create beliefs based on 2
a variety of competing (but from an individual point of view complemen- 3
tary, at least to a certain extent) spiritual resources (Roof, 1999). Such 4
degree of freedom is unprecedented, as in most periods of human history 5
spiritual innovators, unless successful in creating new religions, have been 6
marginalised and sometimes physically suppressed. Globalisation has been 7
a trigger of this spiritual mix and match at least from the early nineteenth 8
century, where the British Empire was instrumental to the fi rst contacts 9
between Westerners and ‘exotic’ spiritualities (Owen, 2004). Today these 10
trends continue, as multicultural societies are increasingly tolerant of alter- 11
native, emerging, and foreign religions and spiritualities. Creativity in the 12
spiritual domain is however often seen as intrinsically incoherent (e.g., 13
do-it-yourself religion, Baerveldt, 1996; pick-and-mix religion, Hamilton, 14
2000) and often denigrated as it is largely based on the exchange of goods 15
(books, DVDs, crystals, divinatory tools) and services (courses, workshops, 16
retreats, therapy and counselling sessions) for money (e.g., spiritual super- 17
market/marketplace, Lyon, 2000; Roof, 1999; religious consumption à la 18
carte, Possamai 2003; religious consumerism, York, 1995). 19
Secularisation and the spiritual bricolage of consumers (we do not of 20
course share the negative connotations that critics ascribe to the phenom- 21
enon) have thus contributed to disconnecting spirituality from institu- 22
tionalised churches. Not only has religion a much-decreased impact on the 23
various social and cultural domains it once dominated; it has also lost its 24
monopoly on religious beliefs and practices as consumers create their own 25
spirituality and new religious movements, which often lack a priestly caste 26
and avoid institutionalisation. Moreover, as consumer researchers have 27
occasionally noted, even mundane brands such as Harley Davidson or Star 28
Trek may assume sacred qualities and stimulate spiritual breakthrough 29
(more on this below). 30
Based on these theoretical developments, social scientists have attempted 31
to obtain operational definitions of religion vs. spirituality (Emmons and 32
Paloutzian, 2003; Gorsuch, 1984; Hill, 2005; Hill et al., 2000; Moberg, 2002; 33
Pargament, 1999; Turner et al., 1995; Zinnbauer and Pargament, 2005; Zin- 34
nbauer et al., 1997, 1999). Despite extensive theoretical and empirical work, 35
there is not widely accepted operationalisation of the two terms (Moore, 36
Kloos, and Rasmussen, 2001). Religion is often seen as community-oriented, 37
formalised, organised, and consisting of an organised system of beliefs, prac- 38
tices, and rituals designed to facilitate closeness to God. Spirituality is instead 39
more individualistic, less formal, and institutionalised to a reduced degree, 40
and it is considered a subjective, personal quest to understand the ultimate 41
questions about life, meaning, and the sacred. Interestingly, religion (e.g., 42
Zinnbauer et al., 1999) is often associated with “negative” qualities (e.g., it is 43
dogmatic and may lead to fundamentalist behaviours), whereas spirituality is 44
more positively connoted (e.g., it may lead to expanded self-awareness). 45
46

1 SPIRITUALITY IN SOCIAL SCIENCE
2
3 As hinted above, over the last few decades, spirituality emerged as a topic
4 of study in a variety of disciplines (see Holmes, 2007, for a brief review).
5 Psychology has recently moved beyond its initial negative views on religion
6 and spirituality. According to Freud (1927/1961), religion was an expression
7 of individual neuroses. The father of psychology dismissed mystical expe-
8 riences as regression to primary narcissism (Freud, 1930/1989). Following
9 his lead, spiritual experiences were usually considered pathological, even
10 psychotic (Group for the Advancement of Psychiatry, 1976; Horton, 1974),
11 forcing the discipline to find criteria to distinguish spiritual experiences from
12 psychopathology (Caird, 1987; Hood, 1976; Jackson and Fulford, 1997).
13 Many schools of psychology, including humanistic, Jungian, and transper-
14 sonal, now recognize that spirituality is an important aspect of psychological
15 development and wellbeing. Beyond psychology, in the health sciences, inter-
16 est in spirituality has skyrocketed (Gorsuch, 2002; Prasinos, 1992; Young-
17 Eisendrath and Miller, 2000). Moreover, there is growing empirical research
18 on the impact of spirituality and religiosity on various measures of mental
19 and physical health (Koenig, 2001; Koenig et al., 2001; Mueller et al., 2001).
20 Other studies also focus on the effect of specific practices, such as prayer (e.g.,
21 Masters and Spielmans, 2007) or meditation (e.g., Ospina et al., 2007).
22 Anthropology has a long tradition of studying and providing thick
23 descriptions of “other” spiritualities (for a general introduction, see Morris,
24 2006). However, the insider-outsider boundary and fear of “going native”
25 often led to situations where “extraordinary” experiences observed or even
26 personally experienced by the fieldworker would be explained away or even
27 subjected to self-censorship (Turner, 1994; Young and Goulet, 1994; see
28 also Favret-Saada, 1980; Stoller, 1987, for significant exceptions). Critiques
29 of the imperialistic past of the discipline together with ethical consider-
30 ations have led to the acceptance of methods and representation styles more
31 respectful of the legitimacy of other cultures’ spiritual practices and belief
32 systems (Arweck and Stringer, 2002).
33 In Sociology debates on spirituality are usually situated within broader
34 analyses of religions, with key themes being secularisation and related
35 themes (fundamentalism, religious revivalism), globalisation, and the de-
36 institutionalised (or post-institutionalised) new religious movements, like
37 the New Age or Neo-Paganism. Spirituality per se, given its ‘subjective’
38 nature, has received more limited attention (see, however, Flanagan and
39 Jupp, 2007), even though several key thinkers in sociology are arguably rel-
40 evant to make sense of spirituality under the conditions of postmodernity
41 (think of Giddens [1991] on the substitution of traditional authority with
42 self-authority, or Foucault’s [1988] technology of the self as a framework
43 for interpreting spiritual practices).
44 Getting closer to the topic of this book, management and organisation stud-
45 ies are also devoting some attention to organisational spirituality (Benefiel,
46

Introduction 5
2003; Biberman and Tischler, 2008) and spirituality in the workplace (Biber- 1
man and Whitty, 2000; Giacalone and Jurkiewiez, 2002; Mitroff and Den- 2
ton, 1999), and to the related issue of including spirituality into management 3
education (Barnett et al., 2000; Bento, 2000; Delbecq, 2000, 2005; Epstein, 4
2002; Harlos, 2000; Neal, 1997). Similarly to research in psychology and 5
health sciences, this stream of research has attempted to measure the impact 6
of various measures of spirituality on organisational performance. The ques- 7
tion typically asked is: “Would organisations be more productive and innova- 8
tive, and individuals be able to live more satisfying lives, if they felt inwardly 9
connected to their work, fellow workers, and workplace?” (Sheep, 2006, p. 10
357). Also, business leadership is said to benefit from spiritual values and 11
practices (Benefiel, 2005; Miller, 2000; Reave, 2005; Vaill, 2000). Despite 12
criticism based on instrumentality and negative consequences of workplace 13
spirituality (Boje, 2008; Lips-Wiersma et al., 2009), enthusiasts propose that 14
organisation studies are experiencing a “spiritual turn,” which is saluted as a 15
response to the crisis of meaning in organisations (Drive, 2007). 16
To sum up, in social science, there is growing interest on the subject of 17
spirituality and its impact on culture, society, and individuals. Let us now 18
turn to examine relevant debates in consumer research, which have been 19
influenced by these developments in social science and have, in turn, influ- 20
enced marketing theory and practice. 21
22
23
SPIRITUALITY AND CONSUMER RESEARCH 24
25
In consumer research, spirituality per se has attracted limited explicit atten- 26
tion. Notable exceptions are Hirschman (1985), on the spiritual significance 27
of consumption objects; Holbrook (1999), on spirituality as a typology of con- 28
sumer value; Gould (1991), on spiritual self-awareness as a goal for the man- 29
agement of energy through product use; and Moisio and Beruchashvili, 2010, 30
on the model of wellbeing proposed by contemporary support groups, which 31
is spiritual and therapeutic at the same time. Spirituality is, however, an ele- 32
ment of the liberatory postmodernist quest to re-enchant human life (Firat and 33
Venkatesh, 1995). Moreover, it is inherent, albeit in an implicit manner, in two 34
influential and debated streams of research: (1) materialism, and (2) the sacred 35
(as opposed to profane) aspects of consumer behaviour. Other relevant streams 36
of research (not reviewed here) regard superstition (which is, however, nega- 37
tively connoted as excess of belief, gullibility; see Kramer and Block, 2008; 38
Mowen and Carlson, 2003) and magical thinking (Arnould et al., 1999; Fer- 39
nandez and Lastovicka, 2011; St. James et al., 2011) in consumer behaviour. 40
41
42
Materialism 43
Materialism is the idea that everything is made of matter. Such a view 44
is in direct contraposition with the religious or philosophical belief that 45
46

1 the material universe has a spiritual fundament (Vitzhum, 1995). Most
2 religions see the Divine as transcendent, that is, dwelling outside of cre-
3 ation rather than immanent in it. Put differently, the creator is separated
4 from the physical creation, which is often considered a distraction to the
5 soul’s spiritual journey, when not intrinsically evil. Accordingly, excessive
6 pursuit of material goods is criticized as a hindrance to spiritual pursuits
7 (see Belk, 1983).
8 In consumer research, materialism is conceived as the search for hap-
9 piness through consumption (Belk, 1984, 1985; see also Burroughs and
10 Rindfleisch, 2002; Richins, 1991; Richins and Dawson, 1992). If the physi-
11 cal world is all that there is, the implication is that happiness can only be
12 experienced during one’s lifetime. Whether one can actually fi nd happiness
13 in material possessions is open to debate. Happiness through consumption
14 is, at most, transient (Belk et al., 2003). Growing evidence suggests that
15 higher levels of materialism lead to reduced happiness and life satisfaction
16 (Richins and Dawson, 1992; Burroughs and Rindfleisch, 2002; Emmons,
17 1999; La Barbera and Gürhan, 1997). Conversely, individuals with more
18 spiritual strivings are more satisfied with their life (Emmons, 1999) and are
19 less materialistic (Burroughs and Rindfleisch, 2002; Pace, 2012; Stillman
20 et al., 2012).
21 However, it would be naive to conclude that materialism and spirituality
22 oppose each other. Religious and spiritual beliefs are reified in material cul-
23 ture (McDannell, 1995; Morgan, 1999; Moore, 1995) in the form of sacred
24 images, devotional and liturgical objects, buildings and other places of wor-
25 ship, works of art, mass-produced consumption goods and entertainment
26 products, and the practices surrounding these material objects (rituals,
27 ceremonies, prayer, mediation, display, pilgrimage, worship, magic, study,
28 etc.). Such consumption is not, however, exempt from critiques, ranging
29 from bad taste (e.g. in the case of Catholic kitsch) to the more extreme
30 accusation of spiritual materialism, particularly frequent in the case of the
31 New Age movement (Rindfleish, 2005; Trungpa, 1973).
32 Gould (2006) warns against conflating spirituality with spiritual mate-
33 rialism. He defi nes the latter as “the coopting of spiritual meanings and
34 practices in the service of the material life of the self and then conflating
35 them by rationalising that one is engaging in spirituality. For instance, one
36 may use spiritual practices to reduce tension so one can get along better in
37 the world as opposed to using them to seek some sort of spiritual fulfilment
38 or enlightenment” (Gould, 2006, p. 65). Based on a Buddhist perspective,
39 Gould (1992, 2006) suggests that spirituality can fruitfully engage with
40 matter in ways different from asceticism. For example, alcohol, whose abuse
41 is condemned by ascetic religious paths, may be employed under the right
42 circumstances for spiritual transformation, like experiencing altered states
43 of consciousness that might accelerate one’s spiritual pursuits. From this
44 perspective, consumption of goods, services, and experiences can indeed
45 provide the material means to achieve spiritual goals.
46

Introduction 7
Sacred and Profane in Consumer Behaviour 1

2
In 1989, Belk, Wallendorf, and Sherry argued that consumption may be 3
a vehicle for experiencing the sacred. Drawing from Émile Durkheim 4
(1915) and Mircea Eliade (1959), in their groundbreaking article, Belk et 5
al. (1989) proposed that two processes are evolving in contemporary soci- 6
eties. One is the increased secularisation of society and institutional reli- 7
gions (at the time they were writing, the secularisation thesis had already 8
been the subject of ample debate in the sociology of religion). The other is 9
the sacralisation of the secular in the spheres of politics, science, art, and 10
consumption. Belk et al. (1989) further described the consumer behaviour 11
processes inherent in sacralisation (e.g., ritual, pilgrimage, gift-giving, col- 12
lecting, inheritance), the perpetuation of sacredness (e.g., separation of the 13
sacred from the profane, ritual, bequests, tangibilised contamination), and 14
desacralisation (lack of separation of the sacred from the profane, ratio- 15
nalisation and routinisation of ritual, intentional divestment rituals, loss 16
of sacred object or of people taking care of them). These themes are also 17
reflected in related research by Belk and his colleagues (Belk et al., 1988, 18
on divestment rituals that enable the sale of once-sacred possessions at a 19
swap meet; O’Guinn and Belk, 1989, on the sacralisation of the secular in 20
a religious theme park; Belk and Wallendorf, 1990, on the sacred meanings 21
of money; see also Hirschman, 1988). 22
Interestingly, the work of Belk et al. was influenced by sociological the- 23
ory at a time when the interest on spirituality was yet to come. In their dis- 24
cussion of the sacred, spirituality is hardly mentioned. Since the Belk et al. 25
(1989) publication, the sacred has become a frequently invoked conceptual 26
category to refer to those aspects of consumer behaviour that go beyond 27
the satisfaction of functional needs, including those that do not necessar- 28
ily involve transcendent or ecstatic experiences. As sharply observed by 29
Iacobucci (2001), consumer research can fruitfully distinguish the sacred 30
(in the lower case) inherent in exceptional experiences from the Sacred 31
(upper case) “involving an individual’s experience with religion, spiritual- 32
ity, worship, and God” (p. 110). However, the work of Belk and his col- 33
leagues suggested that the sacred aspects of consumer behaviour “can be 34
clinically described and interpreted, thereby enhancing our understanding 35
of consumer behavior” (Belk et al., 1989, p. 2), helping the legitimisation 36
of metaphors and constructs based on religion, spirituality, and magic in 37
subsequent consumer research. 38
For example, Fournier (1998) draws on theories of animism to develop 39
brand-consumer relationship theory; others have conceived certain types 40
of brand-consumer relationship as based on devotion (Pichler and Hemets- 41
berger, 2007; Pimentel and Reynolds, 2004). Reference to the sacred, 42
re-enchantment, and transcendence is also frequent in studies of extraordi- 43
nary consumer experiences as different as river rafting (Arnould and Price, 44
1993; Arnould et al., 1999), consumer gatherings such as the mountain 45
46

1 men rendezvous (Belk and Costa, 1998) and the Burning Man event (Kozi-
2 nets, 2002; Kozinets and Sherry, 2003; Sherry and Kozinets, 2003, 2007),
3 skydiving (Celsi et al., 1993), and mountain climbing (Tumbat and Belk,
4 2011). Spiritual elements are also present in experiences that immerse con-
5 sumers in artificial, marketer-made consumptionscapes, such as disco clubs
6 (Goulding et al., 2002, 2009), art exhibitions (Chen, 2009), and retail
7 spaces (Borghini et al., 2009; Dion and Arnould, 2011; Kozinets et al.,
8 2002, 2004; Sherry, 1998; Sherry et al., 2009).
9 Brands (and the communities forming around them) are also sometimes
10 described by scholars (and experienced by consumers) in spiritual or even
11 religious ways. In their ethnography of Harley Davidson bikers, Schouten
12 and McAlexander (1995) observe that the “Harley consumption experi-
13 ence has a spirituality derived in part from a sense of riding as a transcen-
14 dental departure from the mundane”, linked to several aspects including
15 “the increased closeness to nature, the heightened sensory awareness, the
16 mantric throbbing of the engine, the constant awareness of risk and the
17 concomitant mental focus, and, in group riding, the consciousness of one-
18 self as an integral part of a larger group or purpose” (p. 50). Muñiz and
19 Schau (2005), in their analysis of the brand community centred on the
20 Apple Newton, identify several supernatural, religious, and magic motifs
21 in their informants’ narratives. Belk and Tumbat (2005) develop the notion
22 of brand cult and identify the sustaining myths that underlie the religious
23 aspect of Macintosh consumption. Also popular management books are
24 now available with suggestions on how to create brand cults and turn cus-
25 tomers into “true believers” (Atkin, 2004; Ragas and Bueno, 2002).
26 Spiritual elements are perhaps even more prominent in entertainment
27 brands based on science fiction, fantasy, and horror genres (e.g., X-Files,
28 Kozinets, 1997; Star Trek, Kozinets, 2001; Star Wars, Brown et al., 2003),
29 which are often based on the commercial exploitation of stories set in the
30 same narrative universe through a variety of media and products (books,
31 movies or television shows, comic books, role playing games, videogames,
32 action figures, merchandising, etc.; see Jenkins, 2003, 2006, on transmedia
33 storytelling). By introducing “fantastic” elements, these brands familiar-
34 ize their audiences with supernatural beings (e.g., angels, vampires, fair-
35 ies, aliens) and phenomena (e.g., magic, miracles) that are not supposed
36 to exist from a secular, atheist standpoint. Although criticized as further
37 steps in the secularisation of religion, these mass-produced entertainment
38 products can reinvigorate faith and make religious messages nearer to
39 younger generations, as suggested by theological work on popular culture
40 (Ostwalt, 2003). Entertainment brands, however, can introduce their audi-
41 ences to alternative histories, mythologies, cosmologies, and theologies in
42 ways that traditional religions might fi nd threatening. This is evident in
43 religious organisations’ opposition to the Da Vinci Code for its representa-
44 tion of Mary Magdalene as Jesus’ wife, to Harry Potter for popularizing
45 sinful magic, and even to Hello Kitty for being a current-day incarnation of
46

Introduction 9
pre-Christian cat goddesses, believed to be devils in disguise. Rather than 1
being worshipped per se, these entertainment products can, however, shape 2
sacred consumption practices and, more importantly, transcendent experi- 3
ences (Rinallo, 2009a). 4
5
6
Going Beyond Current Debates 7
As a whole, consumer research has mostly been concerned with the sacralisa- 8
tion of the secular (Iacobucci, 2001). The objective of this book is not only to 9
revisit and expand such scholarship, but also to look at the commodification 10
of the spiritual in the context of both organized religion and “do it yourself” 11
spirituality. The numerous contributions in the book look at how a variety of 12
agents—religious institutions, spiritual leaders, marketers, and consumers— 13
interact and co-create spiritual meanings in a post-disenchanted society. 14
From a marketing perspective, the book examines not only religious organi- 15
zations, but also brands and market systems and the way they infuse, whether 16
intentionally or not, their products, services, and experiences with spiritual 17
meanings that flow freely in the circuit of culture and can be appropriated 18
by consumers even without purchase acts. In this respect, our approach is 19
to a certain extent similar to work that has examined religious themes and 20
fakery in popular culture and the way it may inspire authentic spiritual expe- 21
riences (Chidester, 2005; Forbes & Mahan, 2000). However, as a whole, the 22
chapters in the present collection, which are mostly authored by marketing 23
scholars, show a finer-grained understanding of the mechanisms of cultural 24
production in a globalized, capitalistic marketplace. 25
26
27
28
Marketers 29
30
Sacralisation Commodification 31
of the mundane of the spiritual 32
Main Agents 33
34
35
36
Spiritual meanings Consumption of 37
in consumption spiritual goods 38
Consumers 39
40
Material Spiritual 41
42
Main Context 43
44
Figure 1.1 The consumption and marketing of spirituality: An overview. 45
46

1 THE CONSUMPTION AND MARKETING OF
2 SPIRITUALITY: MAPPING THE FIELD
3
4 As anticipated above, our two inter-related themes are the “commodifica-
5 tion of the spiritual” and the “sacralisation of the mundane.” When decid-
6 ing how to organize the many contributions we received, we resorted to a
7 traditional “business school” 2 x 2 matrix (see Figure 1.1). Although many
8 studies in this volume look at both marketers and consumers, in most cases
9 they privilege either the supply or demand side. As a result, our categorisa-
10 tion of each contribution in one of the figure’s four cells is not as arbitrary
11 as it could appear. In addition, a fi nal section will look at issues of method
12 and representation when studying consumers’ spiritual experiences.
13 Part I, titled “Marketers’ Sacralisation of the Mundane,” explores how
14 marketers and brands call on spiritual meanings to enhance the value of their
15 products, services, and experiences. This theme has received scant attention in
16 marketing and consumer research (see, however, Thompson, 2004; Thomp-
17 son and Coskuner-Balli, 2007, on the socio-historical patterning of spiri-
18 tual and magical aspects of the natural health’s and community-supported
19 agriculture’s marketplace mythologies). Chapter 2 by Diego Rinallo, Stefa-
20 nia Borghini, Gary Bamossy, and Robert V. Kozinets looks at a highly pro-
21 vocative example of marketplace appropriation of religious symbols: Dolce
22 & Gabbana’s launch of a collection of rosaries as fashion accessories. These
23 high-priced religious emblems are typically worn around the neck to direct
24 onlookers’ gaze to the wearer’s body as an object of beauty, a trend started
25 initially by the pop star Madonna. Exploring the contested meaning of this
26 practice, Rinallo et al. show that although many consumers stigmatise fashion
27 designers for being vain, ignorant of the “real” meaning of the rosary, or even
28 blasphemous, other consumers see instead branded rosaries as objects devoid
29 of religious significance, “just decorative objects” whose provocative nature
30 enables wearers to stand out in a crowd. Perhaps the most interesting group,
31 however, are those consumers for whom branded rosaries have a dual nature,
32 sacred and profane at the same time: they partake of the transformative power
33 of fashion but at the same time they draw consumers near to God.
34 A different type of marketplace appropriation is discussed by Elif Izberk-
35 Bilgin in Chapter 3 on the ways in which the halal movement in Turkey
36 forges a faith-based market. There has been a recent surge of interest in
37 Islamic marketing with notable scholars (Jafari, 2012; Sandıkçı and Ger,
38 2010; Sandıkçı and Rice, 2011) highlighting how marketers have ignored
39 the complexity of economic, political, and socio-cultural forces shaping
40 the Islamic marketplace. In a similar vein, Izberk-Bilgin’s study counters
41 previous claims that Islam is anti-modern and anti-market, and it shows
42 how Islamic ideology is negotiated and made compatible with the modern
43 capitalist marketplace.
44 In contrast to this example of institutionalised religious marketplace
45 appropriation, the fi nal chapter in Part I, Chapter 4 by Mary Johnstone-
46

Introduction 11
Louis, examines the commercialisation of New Atheism, a 21st-century 1
anti-religious movement that positions atheism as a brand and constructs 2
unbelief as a commodity. This fascinating study, somewhat ironically cre- 3
ating belief around non-belief, illustrates how New Atheism popularises 4
its message using a range of marketing tools and techniques to establish 5
its authority and develop a devote community of followers. Emphasizing 6
one of the key underpinning themes of our book, this chapter powerfully 7
illustrates the diversity of religious practices that exists today and how new 8
types of marketplace mediators arise—mediators that are different to tra- 9
ditional religious institutions. 10
Part II, “Consumers’ Search for Spiritual Meanings in Consumption of 11
the Mundane,” discusses how consumers infuse their everyday consump- 12
tion patterns with spiritual meanings and how they transform the profane 13
into the sacred. In this respect, we are honored to have a contribution 14
(Chapter 5) from the leading pioneer of the sacred and profane in consumer 15
research, Russell V. Belk. His early work on the sacralisation of the secular 16
(e.g., Belk et al., 1989) did a tremendous job of illustrating how the human 17
need for spirituality and transcendence can be found in popular culture and 18
consumption activities. Just over twenty years ago, he and his colleagues 19
showed how consumers can sacralise not only objects and people, but also 20
places, experiences, and times. In his current chapter, Belk turns attention 21
on a mythic figure associated with Christmas, namely, Santa Claus, a figure 22
that was, of course, popularised by Coca-Cola as fat and jolly with a red 23
suit and white beard. Belk argues that this quasi-commercial Santa myth 24
has become as sacralised as the original Christian story on the birth of 25
Christ and, indeed, that Santa provides an alternative ‘religious’ myth that 26
in many cases is more powerful and pervasive for contemporary consumers 27
than the story of Jesus. 28
Another mythic figure in Western culture is the vampire, most recently 29
revived for contemporary popular culture through the TV series Buff y 30
the Vampire Slayer and the Twilight novels. Focusing on Twilight, Margo 31
Buchanan-Oliver and Hope Jensen Schau (Chapter 6) provide a topical and 32
timely analysis of spirituality in popular culture by exploring how the con- 33
sumption of this media narrative provides spiritual and moral instruction. 34
They show how the vampire myth questions normative social and sexual 35
roles, thereby enabling consumers to act as ‘mythic bricoleurs’ in their iden- 36
tity projects while enacting what Buchanan-Oliver and Schau refer to as the 37
commodification of mass worship. 38
Switching to another contemporary media narrative, Stephen Brown 39
(Chapter 7) engages us with his usual indomitable style by bringing to life 40
the dynamics of spiritual consumption through his tale of a family visit 41
to the Wizarding World of Harry Potter in Orlando, Florida. Using his 42
widely recognised literary mode of representation, he vividly conveys the 43
heightened emotions and antagonisms that can occur during this commer- 44
cialised pilgrimage and act of brand worship. Reflecting Ritzer’s (2005) 45
46

1 thesis on how the enchantment found in theme parks and shopping malls
2 ultimately succumbs to increased rationalisation and ultimately annihilates
3 itself, Brown’s tale humorously illustrates how the quasi-spiritual nature of
4 brands can equally enable them to fall from grace. Taking Dante’s Inferno
5 as his departure point, he recounts a less than spiritual encounter with this
6 iconic cultural brand.
7 The fi nal chapter in Part II (Chapter 8) is by Alan Bradshaw, who offers
8 us an overlooked theoretical lens with which to better understand the sacred
9 in consumer culture, Colin Campbell’s (2008) Easternization of the West
10 thesis. Better known for his Romantic Ethic, this later work by Campbell
11 has been little acknowledged to date by consumer researchers. In it Camp-
12 bell argues that a shift in worldview has taken place and that we are now in
13 an era of Easternization, a cultural change that has permeated all facets of
14 our lives and especially religion. As part of his thesis, Campbell undertakes
15 a systematic analysis of the contingencies of the sacred and the devotional,
16 locating manifestations of the sacred in consumption as part of this world-
17 view. Thus, Bradshaw argues, he provides consumer culture theory (CCT)
18 with the missing explanatory link for the sacralisation of the mundane.
19 Part III, “The Commodification of the Spiritual,” looks at how reli-
20 gious institutions and spiritual leaders market their products and services.
21 Religious pluralism has stimulated the rise of the so-called economics of
22 religion approach (Finke, 1997; Finke and Stark, 1988; Iannaccone, 1991;
23 Stark, 1997; Stark and Bainbridge 1985; Stark and Finke, 2000; War-
24 ner, 1993), which applies economic concepts such as supply and demand
25 to model the religious behaviours of individuals and groups. According
26 to such an approach, competition among religious institutions stimulates
27 greater “marketing” efforts to attract and/or keep their members, result-
28 ing in increased rates of religious participation. The work of these scholars
29 fi nds a parallel in those contributions that have examined the promotional
30 practices currently adopted by religious institutions, which are increasingly
31 similar to those of market-oriented multinational corporations (Shawchuck
32 et al., 1992). These texts, which often have evocative titles (e.g., Shop-
33 ping for Faith, Cimino and Lattin, 1999; Shopping for God, Twitchell,
34 2007; Brands of Faith, Einstein, 2008; Jesus in Disneyland, Lyon, 2000;
35 Consuming Religion, Miller, 2005; Selling God, Moore, 1995; see also
36 Sargeant, 2000; Twitchell, 2004) often provide vivid case studies of the
37 increasingly sophisticated marketing practices currently adopted by reli-
38 gious institutions. The theme of religious marketing has also surfaced in
39 marketing journals (Belk, 2000; Bonsu and Belk, 2010; a recent special
40 issue of the International Journal of Nonprofit and Voluntary Sector Mar-
41 keting [2010, Vol. 15, n. 4]; and numerous articles in the Journal of Islamic
42 Marketing). Interestingly, the use of overtly commercial marketing strate-
43 gies by religious organisations may be negatively perceived by consumers
44 (Attaway, Boles, and Singley, 1997; Kenneson and Street, 1997; McDaniel,
45 1986; McGraw, Schwartz, and Tetlock, in press).
46

Introduction 13
The first chapter in Part III by Robin Croft (Chapter 9) suggests that the 1
commodification of the spiritual is not necessarily a modern phenomenon. 2
Croft tracks how relics of saints and other holy people have formed a signifi- 3
cant role for many centuries in religious rites of many cultures, elevating pro- 4
fane possessions to sacred status. Using a case study of Glastonbury Abbey in 5
the medieval period, he shows how monks at the abbey centred the spiritual 6
and commercial bases of the community on what was England’s largest relic 7
collection and created a thriving pilgrimage business that relied on various 8
marketing techniques (and manipulations!) to sustain it. 9
Moving to contemporary times, Mara Einstein (Chapter 10) discusses 10
how major religious institutions are using branding to re-confi rm or, in 11
some cases, re-establish an identity. As she highlights, the use of brand- 12
ing and other marketing techniques is an increasing imperative if these 13
institutions wish to remain part of the cultural conversation or be chosen 14
as cultural resources for identity projects. Using two recent U.S. advertis- 15
ing campaigns as case studies—“I’m a Mormon” for The Church of Jesus 16
Christ of Latter-Day Saints and “Inspired by Muhammad” for Islam— 17
Einstein demonstrates how religious branding is being used not only to 18
gain more followers, but also to enhance the religion’s image and create a 19
stronger sense of “corporate” identity. 20
The fi nal chapter in Part III by Catherine Dolan (Chapter 11) explores 21
how single women represent a promising market segment for Pentecostal- 22
charismatic Christianity in Kenya. Her richly detailed study of ‘Single 23
Women Ministries’ that commodify the private sphere and present mar- 24
riage as spectacle, illustrates the blurring of boundaries among religion, 25
commerce, and entertainment. Dolan argues that these charismatic spec- 26
tacles counter Christianity’s concept of marriage as a sacred sphere outside 27
the marketplace and reframe marriage as a means for material success and 28
happiness. Taking a more critical stance, this study also shows that as this 29
‘gospel of prosperity’ extends into ever more domains, it is not only blur- 30
ring the distinction between the sacred and secular, but also calling into 31
question the nature of intimacy and marriage itself. 32
Part IV, “The Consumption of Spiritual Goods,” looks at the prolifera- 33
tion of spiritual goods and the rich ways in which they are consumed. The 34
sacred is often mediated through material objects, goods, and places. All 35
three chapters in Part IV focus on specific places that are conducive to spiri- 36
tual experiences. Much CCT research has dealt with sacred places (Belk, 37
Wallendorf, and Sherry, 1989) that might play multiple roles for consum- 38
ers: cultural epicenters (Holt, 2002), pilgrimage sites (O’Guinn and Belk, 39
1989), liminal contexts where self-experimentation and personal transfor- 40
mation are possible and where meaningful relationships are built (Arnould 41
and Price, 1993; Belk and Costa, 1998; Kozinets, 2002), and temporary 42
retreats where a mythical past is reconstructed and the disenchantment 43
and commercialisation of everyday life is resisted (Belk and Costa, 1998; 44
Kozinets, 2002; Maclaran and Brown, 2005). 45
46

1 Part IV contributes to this literature in showing how the processes of
2 place meaning creation are more complex than previously thought. First,
3 some places are interpreted, imagined, exploited, transformed, and narrated
4 by different communities with conflicting agendas, thus providing contra-
5 dictory sources of identity value for consumers (as we see in Chapter 14 by
6 Scott and Maclaran). Second, we suggest that processes of meaning genera-
7 tion interact with the physicality of their material form and the unique-
8 ness of their geographical location—all aspects that have been downplayed
9 so far. Whether a well whose healing waters are associated with divine
10 compassion or a hill whose top draws men near to the Gods, the natu-
11 ral environment may structure memory and myth making and facilitate
12 the manifestation of the sacred in ways similar to the marketplace-created
13 environment. Darach Turley’s Chapter 12, which investigates pilgrimages
14 to a Holy Well dedicated to St. Brigid in the West of Ireland, aptly illus-
15 trates both of these points The bizarre array of quasi-religious artefacts
16 and personal belongings left at the site by the travelling community creates
17 tensions and contested meanings with the settled local community. At the
18 same time, his study also shows the syncretic blending of Pagan and Chris-
19 tian myth and its grounding in the Irish landscape.
20 The remaining two chapters in this section by Richard Kedzior (Chapter
21 13) and Linda Scott and Pauline Maclaran (Chapter 14) also look at pil-
22 grimages, but this time of the New Age variety. In each case, the focus is on
23 commercialisation and the role of the marketplace in mediating the mean-
24 ings created by spiritual seekers and spiritual providers. Kedzior explores
25 the visitor experience of vortex energy in Sedona, Arizona, arguing that the
26 marketplace simultaneously creates tensions and offers their resolution. As
27 such, consumption mediates access to the sacred and spiritual. In a similar
28 vein, Scott and Maclaran show local vendors producing pilgrimage expe-
29 rience, acting independently of any single religious institution, yet using
30 history and landscape, along with an eclectic selection of stories and prac-
31 tices from established faiths, to produce a distinctly 21st-century spiritual
32 experience for a new generation of independent pilgrims.
33 Studying spiritual experiences, particularly in interpretive consumer
34 research, poses special challenges to researchers who have to question the
35 impact of their religious worldview (or lack thereof) on their relationship
36 with informants and interpretation of research findings. Part V, “Issues of
37 Method and Representation,” explores research issues that emerge when
38 studying spirituality and consumption. John F. Sherry, Jr. (Chapter 15)
39 focuses on the “spatial turn” in scholarly research, claiming that it will
40 reshape marketing and consumer research, just as the interpretive turn
41 has already done. Social scientific and humanistic traditions offer many
42 insights into enquiry on the spirit of place, and the previous part has just
43 illustrated the importance of understanding the elusive nature of place in
44 relation to the intersection of consumption and spirituality. Sherry draws
45 on such traditions to take us on an auto-ethnographic wander through his
46

Introduction 15
university office and to comprehend the blending of mystical and material 1
elements that are its genius loci. 2
Chapter 16 by Stephen Gould introduces personal introspection as a 3
further method to apprehend spiritual phenomena. Introspecting on his 4
own consciousness and subconscious, he introduces us to the hermeneu- 5
tics of spirituality, materialism, and introspection, a hermeneutics that 6
problematises well-known dualities such as the sacred/profane, material/ 7
non-material, and phenomenal/epiphenomenal. Presenting spirituality as 8
a spiritual practice, Gould incorporates many thought exercises for the 9
reader to develop his or her own meditative-introspective practices. 10
Robert V. Kozinets and John F. Sherry, Jr. (Chapter 17) bring Part V 11
and, indeed, the volume to a triumphant conclusion with their idea of auto- 12
themataludicization, a concept that develops new insights into the nature 13
of contemporary spiritual consumption as well as its representation. They 14
suggest that autothematalucization, defi ned as “a contemporary process 15
in which consumers collectively create of their own initiative, customized, 16
meaningful, and playful spiritual experiences in a particular location, fol- 17
lowing some particular, and likely proscribed theme,” encapsulates the 18
search for meaning in a consumer society that is disenchanted with conven- 19
tional religions. Make your own world and play with your reality—in fact, 20
make your own reality is their ultimate message and an appropriately upbeat 21
note on which to fi nish our journey into spirituality and consumption. 22
23
24
CONCLUSION 25
26
Let us conclude with some autobiographical notes on how the idea for this 27
book emerged. In the summer of 2007, we spent a week together at the Avalon 28
Witch Camp, a retreat organized by members of the Reclaiming tradition, 29
which is part of the Neo-Pagan movement. The Witch Camp was set in Glas- 30
tonbury, which as Scott and Maclaran explain in this volume is a place of 31
spiritual significance for its associations to Arthurian legends and England’s 32
pre-Christian heritage. We like to think of the week we spent together as 33
our own Spiritual Consumer Odyssey. We took part in several conscious- 34
ness-altering practices, including ritual, divination, ecstatic dance, and medi- 35
tation. Like many of the other participants at this event, we shopped for 36
spiritual merchandise, we visited sacred places such as the Chalice Well, and 37
we climbed the hill known as the Tor. More importantly, we talked to the 38
other participants and compared their views on spirituality with our own. 39
During the Witch Camp, there were ongoing comparisons of field obser- 40
vations among the three of us, which yielded considerable variation in 41
interpretation based on, among other factors, our gender, age, and degree 42
of involvement with the Neo-Pagan community and alternative spirituali- 43
ties more in general. We had extensive conversations about feminist theol- 44
ogy and the impact of feminine representations of the Divine on the lives of 45
46

1 both women and men; witchcraft as a metaphor for women’s power; the role
2 played by works of fictions like Marion Zimmer Bradley’s Mists of Avalon
3 on the experience that we and other participants were living at Glastonbury
4 (according to some, the Tor is the site of legendary Avalon); what it meant
5 to practice magic today, in supposedly rational and disenchanted societies;
6 and the mechanisms through which the marketplace shapes spiritual expe-
7 riences. We extended our conversations, in spirit, to the colleagues whose
8 work would come spontaneously to our mind during our observations.
9 Could spiritual seekers escape the market? Were the consecration rituals
10 in which we were taking part a way to sacralise the mundane and enchant
11 commodities? Was the event we were attending best described as a commu-
12 nity, a subculture, a tribe, a hypercommunity? Were participants’ motiva-
13 tions escapist or emancipatory? What were the differences with mountain
14 men rendezvous, Star Trek fan gatherings, or the Burning Man event?
15 The idea for this book was born after extensive debate with many col-
16 leagues, often (but not always) in the context of special sessions at con-
17 sumer research conferences (Scott and Maclaran, 2009; Rinallo, 2009b,
18 2010). The unexpected, but profound interest for the topic convinced us
19 that spirituality is a highly relevant phenomenon for marketing and con-
20 sumer research. Sometimes the influence of spirituality may simply help us
21 to better understand how and why consumers behave as they do in particu-
22 lar contexts; at other times, spirituality may inspire us to seek entirely new
23 contexts and ways of understanding. Whatever the extent of spirituality’s
24 influence on our research, there can be no doubt regarding its significance to
25 contemporary consumer culture. In this volume, we have brought together
26 some of the many complexities at the intersection of commerce and spiritu-
27 ality. With the help of our insightful contributors, we hope we have unrav-
28 elled some of these complexities for other researchers in the field while also
29 opening up new mysteries for researchers to pursue in the future.
30
31
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1 Introduction

Unravelling Complexities at the

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Sacred and Profane in Consumer Behaviour 1

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