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

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  • Bonsu, Samuel K
  • Belk, Russell W

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. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Bonsu, Samuel K & Belk, Russell W, 2003. "Do Not Go Cheaply into That Good Night: Death-Ritual Consumption in Asante, Ghana," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 41-55, June.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:1:p:41-55
    DOI: 10.1086/374699
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    1. Luna-Cortés, Gonzalo & López-Bonilla, Luis Miguel & López-Bonilla, Jesús Manuel, 2022. "The consumption of dark narratives: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 145(C), pages 524-534.
    2. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    3. Samuel Guillemot & Bertrand Urien, 2016. "Legacy Writing and the Consumption of Biographic Services," Post-Print hal-02466648, HAL.
    4. repec:cup:judgdm:v:11:y:2016:i:1:p:40-47 is not listed on IDEAS
    5. Roberto Carlos Klann & Ilse Maria Beuren, 2015. "The Impact of the International Accounting Convergence on Income Smoothing in Brazillian Companies," Brazilian Business Review, Fucape Business School, vol. 12(2), pages 1-24, March.
    6. Edirisingha, Prabash & Aitken, Robert & Ferguson, Shelagh, 2022. "Setting up home: The role of domestic materiality in extended family identity formation," Journal of Business Research, Elsevier, vol. 147(C), pages 1-15.
    7. DeBerry-Spence, Benét, 2010. "Making theory and practice in subsistence markets: An analytic autoethnography of MASAZI in Accra, Ghana," Journal of Business Research, Elsevier, vol. 63(6), pages 608-616, June.
    8. Eric Arnould & David Crockett & Giana Eckhardt, 2021. "Informing marketing theory through consumer culture theoretics," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 1-8, June.
    9. Armando Memushi, 2014. "Conspicuous Consumption and Albanians: Determinant Factors," South-Eastern Europe Journal of Economics, Association of Economic Universities of South and Eastern Europe and the Black Sea Region, vol. 12(1), pages 65-87.
    10. Podoshen, Jeffrey S. & Yan, Grace & Andrzejewski, Susan A. & Wallin, Jason & Venkatesh, Vivek, 2018. "Dark tourism, abjection and blood: A festival context," Tourism Management, Elsevier, vol. 64(C), pages 346-356.
    11. A. Peter McGraw & Derick F. Davis & Sydney E. Scott & Philip E. Tetlock, 2016. "The price of not putting a price on love," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(1), pages 40-47, January.
    12. Mukherjee, Ashesh & Lee, Seung Yun & Burnham, Thomas, 2020. "The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity," Journal of Business Research, Elsevier, vol. 120(C), pages 213-228.
    13. Maribel Carvalho Suarez & Leticia Moreira Casotti, 2015. "Transcending Individual Approach of Consumption: an Investigation of Automobile Meanings by The Household Perspective," Brazilian Business Review, Fucape Business School, vol. 12(2), pages 87-109, March.
    14. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    15. Melissa Archpru Akaka & Hope Jensen Schau & Stephen L Vargo, 2022. "Practice Diffusion [Value Creation in Consumption Journeys: Recursive Reflexivity and Practice Continuity]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(6), pages 939-969.
    16. Quintão, Ronan Torres & Brito, Eliane Pereira Zamith & Belk, Russell W., 2017. "Ritual de transformação do gosto no mercado dos cafés especiais," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 57(5), October.

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