Journal of Siberian Federal University. Humanities & Social Sciences / Alternative Spirituality as a Phenomenon of Consumer Society

Full text (.pdf)
Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2014 7 (7)
Authors
Grishaeva, Ekaterina I.; Kuznetsova, Olesya V.
Contact information
Grishaeva, Ekaterina I.:Ural Federal University named after the B. N. Yeltsin 51 Lenin, Ekaterinburg, 620083, Russia; E-mail: ; Kuznetsova, Olesya V.:Ural Federal University named after the B. N. Yeltsin 51 Lenin, Ekaterinburg, 620083, Russia
Keywords
religious studies; cults; New Age; female practices; sociology of religion; secularization; the consumer society; patch-work religion
Abstract

In this article discussed the possibility of applying the concept of consumer identity which is widely used in marketing research as an instrument to describe the behavior of the female practices followers. Female practices are belonged to spiritual New Age movement contain religious ideas helped to achieve femininity. Based on the qualitative research it was proved that the behavior of the participants cannot be understood in the frame of the consumer identity concept, it is better to use the concept of consumer strategy. Depending on the choice motives, duration of consumption, the degree of involvement were identified three types of consumer strategies of female practices participants

Pages
1137-1144
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/13217

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