Is the crucifix sacred? : exploring the Catholic consumption of sacred vessels in building connection with the sacred

Higgins, Leighanne and Hamilton, Kathy (2011) Is the crucifix sacred? : exploring the Catholic consumption of sacred vessels in building connection with the sacred. In: NA - Advances in Consumer Research :. Association for Consumer Research, Duluth, Minn., pp. 300-306.

Abstract

This paper aims to contribute further towards sacred consumption theories offered within consumer culture. So far, research has often pointed to instances of transcendence been found through the consumption of objects and possessions (Belk, 1988; Belk et al, 1989), white water rafting (Arnould & Price, 1993) and salsa dancing (Hamilton and Hewer, 2009). Additionally, a ‘celebrity sacralization process’ (Hamilton & Hewer, 2011) has been witnessed in the consumption of celebrity icons such as Barry Manilow (O’Guinn, 1991), Tom Petty and the Heartbreakers (Schau & Muniz, 2007) and Kylie Minogue (Hamilton & Hewer, 2011). In turn proving the stance taken by Belk, Wallendorf & Sherry (1989, 2) of religion being one but “not the only context in which the concept of the sacred is “operant” to be correct. This said, relatively little research has been conducted looking at the consumption of the sacred from a religious perspective, for example within well-established religions such as Catholicism. As such the voice of the religious consumer is very much unrecognized within Consumer Culture Theory to date. This study contributes to this gap with the key aim of investigating the role of sacred vessels (religiously linked objects and services, such as crucifixes and Mass) for Catholic consumers.