This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies. The collection brings together fresh views and scholarship on a cultural tension that is at the centre of the lives of countless individuals living in postmodern societies: the relationship between the material and the spiritual, the sacred and the profane.

The book examines how a variety of agents – religious institutions, spiritual leaders, marketers and consumers – interact and co-create spiritual meanings in a post-disenchanted society that has been defined as a ‘supermarket of the soul.’ Consumption and Spirituality examines not only religious organizations, but also brands and marketers and the way they infuse their products, services and experiences with spiritual meanings that flow freely in the circuit of culture and can be appropriated by consumers even without purchase acts. From a consumer perspective, the book investigates how spiritual beliefs, practices, and experiences are now embedded into a global consumer culture. Rather than condemning consumption, the chapters in this book highlight consumers’ agency and the creative processes through which authentic spiritual meanings are co-created from a variety of sources, local and global, and sacred and profane alike.

chapter 1|25 pages


Unravelling Complexities at the Commercial/Spiritual Interface
ByDiego Rinallo, Linda Scott, Pauline Maclaran

part I|39 pages

Marketers' Sacralisation of the Mundane

chapter 2|12 pages

When Sacred Objects Go B®a(n)d

Fashion Rosaries and the Contemporary Linkage of Religion and Commerciality
ByDiego Rinallo, Stefania Borghini, Gary Bamossy, Robert V. Kozinets

chapter 3|13 pages

Theology Meets the Marketplace

The Discursive Formation of the Halal Market in Turkey
ByElif Izberk-Bilgin

chapter 4|12 pages

No Gods. No Masters?

The “New Atheist” Movement and the Commercialization of Unbelief
ByMary Johnstone-Louis

part II|50 pages

Consumers' Search for Spiritual Meanings in Consumption of the Mundane

chapter 5|12 pages

The Sacred in Consumer Culture

ByRussell V. Belk

chapter 6|13 pages

Consuming Spirituality and the Spirituality of Consuming Media Narratives

Why Vampirism, Why Twilight, Why Now?
ByMargo Buchanan-Oliver, Hope Jensen Schau

chapter 7|12 pages

The Devil Has All the Best Brands

Raising Hell in a House of Horrors
ByStephen Brown

chapter 8|11 pages

Locating the Sacred in Consumer Culture

Championing Colin Campbell's Easternization of the West Thesis
ByAlan Bradshaw

part III|45 pages

The Commodifi cation of the Spiritual

chapter 10|12 pages

Branding Faith and Managing Reputations

ByMara Einstein

chapter 11|18 pages

Economies of Expectation

Men, Marriage, and Miracles in Kenya's Religious Marketplace
ByCatherine Dolan

part IV|45 pages

The Consumption of Spiritual Goods

chapter 12|13 pages

Framing Sacred Places and Possessions

Pilgrims at St. Brigid's Holy Well
ByDarach Turley

chapter 13|17 pages

Materializing the Spiritual

Investigating the Role of Marketplace in Creating Opportunities for the Consumption of Spiritual Experiences
ByRichard Kedzior

chapter 14|13 pages

Consuming the Mists and Myths of Avalon

A Case Study of Pilgrimage in Glastonbury
ByLinda Scott, Pauline Maclaran

part V|58 pages

Issues of Method and Representation

chapter 15|20 pages

Reflections of a Scape Artist

Discerning Scapus in Contemporary Worlds
ByJohn F. Sherry

chapter 17|25 pages

The Autothemataludicization Challenge

Spiritualizing Consumer Culture Through Playful Communal Co-Creation
ByRobert V. Kozinets, John F. Sherry