10 Rituals provide us with a sense of order and security. In a study of the drinking...

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10 Rituals provide us with a sense of order and security. In a study of the drinking rituals of college students, the researchers found that drinking imposed order in stu- dents' daily lives-from the completion of assignments to what and when to eat. In addition, ritualizing an activ- ity such as drinking provides security and fellowship at a time fraught with confusion and turbulent change. Ob- viously, though, there's a dark side to drinking rituals. Consider the highly publicized death of a MIT student who died 3 days after falling into an alcohol-induced coma as the result of a fraternity pledge. Indeed, while binge drinking is a ritual many college students practice, critics have described it as the most significant health hazard on college campuses today. What role does drinking play in the social life on your campus? Based on your experience, how does it fit into rituals of college life? Should these practices be changed? If so, how?

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Consumer Behavior

ISBN: 227225

8th Edition

Authors: Michael R. Solomon

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