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Do Not Go Cheaply into That Good Night: Death-Ritual Consumption in Asante, Ghana

Do Not Go Cheaply into That Good Night: Death-Ritual Consumption in Asante, Ghana Theory on identity negotiations posits that a person's identity-construction project ceases upon death. We tested this proposition using death-ritual consumption experiences of consumers in Asante, Ghana, West Africa. We found that bereaved Asante consumers engage in conspicuous ritual consumption in pursuit of newer social identities for their deceased and themselves and that funerals involve a reciprocal and continuing relationship between the living and the dead. In addition, we found that terror-management theory is limited in its relevance for non-Western contexts. We also detected limits to the ability to transform global capital into local capital. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Do Not Go Cheaply into That Good Night: Death-Ritual Consumption in Asante, Ghana

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Publisher
Oxford University Press
Copyright
© 2003 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/374699
Publisher site
See Article on Publisher Site

Abstract

Theory on identity negotiations posits that a person's identity-construction project ceases upon death. We tested this proposition using death-ritual consumption experiences of consumers in Asante, Ghana, West Africa. We found that bereaved Asante consumers engage in conspicuous ritual consumption in pursuit of newer social identities for their deceased and themselves and that funerals involve a reciprocal and continuing relationship between the living and the dead. In addition, we found that terror-management theory is limited in its relevance for non-Western contexts. We also detected limits to the ability to transform global capital into local capital.

Journal

Journal of Consumer Research – Oxford University Press

Published: Jun 1, 2003

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