Graves, gifts, and the bereaved consumer: a restorative perspective of gift exchange

Abstract

When a gifting relationship is disrupted by death, why might a living consumer continue to invest in it? Consumer spending on deceased loved ones does not end with the funeral. Given the embodying power of a physical gravesite, this article examines the practice of gift giving to the deceased in the context of American cemeteries. We employ a longitudinal approach, in which 180 cemetery gravesites were photographed. The photographic data are coupled with a netnography of grief and bereavement communities. Findings support a restorative perspective of gift exchange. Bereaved consumers utilize restorative giving as a mechanism to cope with loss and maintain relationships with deceased loved ones. We outline five categories of gifts given to the deceased and present a framework of restorative giving practices. Implications are discussed in terms of identity development, symbolic communication, and reciprocity in gift giving, as deceased consumers continue to be recipients of tangible goods.

“Some days it’s like she has died.” A qualitative exploration of first mothers’ utilisation of artefacts associated with now-adopted children in coping with grief and loss

“…Research in the field of bereavement studies has found that artefacts associated with deceased loved ones, defined here as "cherished…special possessions which are treasured independent of their exchange value" and which have been invested with "private or personal meanings" by the bereaved (Curasi et. al., 2004:609), can support the management of strong feelings of grief after loss (Castle and Phillips 2003;Drenton et. al., 2017;Gibson, 2004;Goldstein et.…”

The interplay between liminality and consumption: A systematic literature review with a future research agenda

“…We were able to identify 13 articles with a direct focus on this transition. Examples of liminal transitions identified by our review include other major life changes such as the transition to a new age category (e.g., Cody & Lawlor, 2011), the modification of an important relationship or a person's professional status (e.g., Fernandez et al., 2011; Ulver & Ostberg, 2014), changes such as the death of a loved one that impacts a person's circle of close friends and family members (Drenten et al., 2017), the occurrence of a natural disaster (Baker et al., 2007, Cheung & McColl‐Kennedy, 2015), and the toppling of a political system (Al‐Abdin et al., 2016). These liminal transitions vary in nature, and some are considered more desirable than others (e.g., a promotion vs. a job loss).…”

Relational Spending in Funerals: Caring for Others Loved and Lost

“…Consumer researchers have studied funerals as a rite of passage (Cengiz & Rook, 2016; Gentry et al., 1995; O’Donohoe & Turley, 2006) and from a materialistic perspective of social status signaling and possessions (Bonsu & Belk, 2003; Drenten, McManus, & Labrecque, 2017). From these studies, funerals emerge as an emotionally charged and reflexive consumption context characterized by high stress and often extreme grief (Bonsu & Belk, 2003; O’Donohoe & Turley, 2006).…”

“…People planning funerals feel strong cultural obligations for adherence to cultural traditions and family norms, where funerals constitute a reciprocal and continuing relationship between the deceased and the planner. In a way, the deceased continues to influence consumer decisions after their death (see also Drenten et al., 2017; Gentry et al., 1995).…”