![]() In the contemporary American Christmas celebration adults wear costumes (of Santa Claus) and extort good behavior from children with threats that rewards of durable goods will be withheld (Belk 1987, 1989). Halloween is a little studied consumption holiday that is in several significant respects a mirror image of the other major American consumption holiday: Christmas. HALLOWEEN: AN EVOLVING AMERICAN CONSUMPTION RITUAL ![]() ![]() Pollay, Provo, UT : Association for Consumer Research, Pages: 508-517.Īdvances in Consumer Research VolPages 508-517 Belk (1990) ,"Halloween: an Evolving American Consumption Ritual", in NA - Advances in Consumer Research Volume 17, eds.
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