Association for Consumer Research
Faculty of Business and Law
School of Marketing, Tourism and Leisure
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.