Document Type

Conference Proceeding

Publisher

Association for Consumer Research

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

14260

Comments

This article was originally published as: Collins, N. S. (2012). Can Retail Liminal Space/Places Transcend Gender Segmentation?. Proceedings of Gender, Marketing and Consumer Behaviour Conference. (pp. 84-93). Queenstown, New Zealand. Association for Consumer Research. Original article available here

Abstract

Transcendent Customer Experiences (TCEs) transform a customer’s self-identity and imbues them with quintessence: a sacred feeling toward the brand, product and experience. Although TCEs need not happen in a sacred place, they occur in spaces of non-geographical liminality. The ordinary world seems to falls away, replaced by an authentic connection between actors in a communitas, or community of sacred feeling. In the last thirty years, marketers have been further developing consumer religiosity as a sales strategy. This paper explores questions regarding the affect on gender and gender neutrality in consumer religiosity, especially as it applies to liminal space/places in retail environments, ad proposes questions for further investigation.

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