Cathedrals of Consumption

AbstractThe concept of “cathedral of consumption” was coined by sociologist George Ritzer (1999, 2007). By and large, a cathedral of consumption is a consumption site that is part of a multinational corporation (MNC) with an exceptionally high level of international success. The success of the corporation – and its cathedrals of consumption – is such that it gives rise to a consumer cult and a display of abundance and excess. So are Disney World, the Apple Company Store, and mega‐malls. Besides providing numerous commodified goods and services at their locations that often exist around the globe, the cathedral of consumption often leaves for room for a do‐it‐yourself attitude, a self‐service flair, and an array of strategies that make consumers believe that their newfound shopping attitude will change their lives for good (Ritzer 1999). Cathedrals of consumption are places of hyper‐consumption; their massive size enchants many consumers. They are designed with the anticipation that consumers will gradually develop a passion for acquiring goods and services after experiencing a “spectacle.” Guy DeBord (2005) describes the spectacle as a form of drama, a form of theater, and a craze of information flows, music, entertainment, and other strategies intended to attract consumers from all walks of life. This spectacle also leads people to consume much more than they need. Cathedrals of consumption have been “aggressively exported to the rest of the world” (Ritzer 2007: 12).