Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers

Abstract

This article combines the theoretical lenses of bridal identity and liminal consumption to illustrate the processes of problem-solving, negotiation and reconciliation through which the bride creates her bridal identity, in the Global South context of Nigeria. Most wedding ritual studies typically emphasise the processes of creating and negotiating a successful bridal identity, but few acknowledge the possibilities of failure and its effect upon the liminars. In addition, within liminal consumption studies, the role of liminars’ mentors is often under-theorised. Thus, we contribute to the field by expanding on the concept of ‘liminal gatekeepers’ as the individuals and institutions who control and enforce certain norms associated with the liminal experience. Following an interpretivist approach, the article also advances our understanding of the ways in which the demands of liminal gatekeepers affect the liminars’ experiences and identifies three novel bridal identity outcomes, namely, (i) Embedded Bridal Identity; (ii) Synthesised Bridal Identity; and (iii) Marginalisation. In this way, we advance marketing research around how a liminal consumer identity such as bridal identity is co-constructed between liminars and gatekeepers.

Religion's influence on consumption: A life course paradigm perspective

“…At the point of marriage or a long‐term committed relationship, the religious beliefs of two individuals are intermingled, sometimes merging and other times creating a permanent conflict point in a relationship (Perry, 2015). This is also the time period when consumption practices change (Fagbola et al, 2023), household size changes (Bongaarts, 2001), and household lifestyle is shaped with development of common living goals, habits, and consumption patterns (Du & Kamakura, 2006). Given that religious values are one of the most strongly held value systems for consumers (Mathras et al, 2016; Minton & Kahle, 2014), it is reasonable to expect strong influences of religious combining (or not) on marital adjustment, marital happiness, and consensual decision making.…”

Lavish Wedding Among Muslims in Northern Nigeria

“…Both groom and bride's families are expected to spend huge amount of money throughout the wedding events to demonstrate their social and economic status. 7 In his study of changes forms of weddings in Nigeria, Fagbola (2019) found that weddings in Nigeria, among Muslims and Christians has been affected by the influence of Western culture where groom and bride spend an exorbitant among of money in the wedding processes. The researcher adopted a Netnographic approach in his study which concluded that the groom are expected to spend money in organizing lavish wedding parties as a mark of his social status and economic class.…”

Liminal digital birthspaces: social media and consumer proactivity for well-being

“…Third, we provide an integrative framework of consumers’ digital practice styles for well-being in liminal spaces (WILS) and argue that understanding liminality provides a sound basis for better understanding the intricacies of transformation in liminal service experiences. This focus on liminality in service contexts deepens the understanding of liminality, as research on liminality in marketing typically focuses on possessions, rituals and the consumption of goods (Darveau and Cheikh‐Ammar, 2021; Fagbola et al , 2023; Thomsen and Sørensen, 2006; Wells et al , 2023). Finally, we contribute managerial implications by way of insights into maternity health-care providers supporting women during the first stages of adaptation to motherhood.…”