Magic and Religion in Consumption Practices

Magic and Religion in Consumption Practices uncovers the mystical, spiritual, and ritualistic dimensions of consumer behavior that often go unnoticed in mainstream marketing analysis. In this compelling book, Russell W. Belk explores how religious beliefs, magical thinking, and sacred symbolism influence what we buy, how we use products, and the meaning we assign to consumption.

Drawing from global traditions, spiritual ceremonies, and contemporary consumer rituals, Belk reveals how consumption often mirrors religious practices-through branding as belief systems, sacred spaces like flagship stores, and rituals like unboxing or gift-giving. He investigates the enchantment of marketing, myth-making in advertising, and the search for transcendence through luxury or lifestyle goods.

This book challenges the idea of consumers as purely rational actors, offering a richer, symbolic view of market behavior. It is essential reading for scholars of marketing, religion, cultural studies, and anthropology.

Part of the Legend in Consumer Behavior series, this book captures Belk's exploration into the sacred dimensions of everyday consumption.