The Rules of the Dress: Macro Influences on Micro Processes in Bridal Shops

• In Event: 519 - Section on Race, Class and Gender Refereed Roundtable Session
  In Refereed Roundtable 100min: Table 03. Images, Emotions, and the Symbolic

Abstract

Drawing on the theoretical conceptualization of emotion management, this study examines the processes involved in brides’ shopping for a wedding dress. These micro level processes, involving the bride and her entourage as well as consultants at the bridal stores, shape decision-making that entails subtle negotiation of power. The decision-making process is at least partially influenced by broader macro level bridal industry trends in terms of style and prices. Two main research questions are proposed to be addressed: (1) how has the wedding dress industry shaped or shapes the process of selecting or not selecting of wedding dresses by brides? and (2) how do sales consultants and the wedding party engage or participate with brides using emotion management in the process of selecting (or not selecting) a dress? Primary data in the form of observations of bridal shops and semi-structured interviews with brides and bridal consultants will be combined with information from secondary sources about the bridal industry to address the research questions. Participant observation will be conducted at three purposively selected bridal shops and semi-structured interviews will be conducted with a maximum of 20 consultants and up to 50 brides. Using an inductive and deductive lens, data will be analyzed using qualitative software. This consideration of the weddings as a social ritual that permeates industry and culture throughout the life course of most women, will allow for examination of processes of power and decision making that may be experienced by women along intersections of race, class, and gender.

Author

• Lori M. Lundell, Purdue University