Marketers recognize the contributions that consumer rituals make to their organizations. They endeavor to have such contributions persist as they support consumers in enacting those rituals. This ethnographic study examines the temporal aspects of ritual, termed 'ritual vitality.' We explain how marketers can influence ritual vitality through engagement in the chronos and kairos temporal dimensions of ritual; theorize the relationship between those dimensions; identify the ways in which marketers and consumers interact through a ritual's chronos and kairos temporal dimensions; and theorize how marketers and consumers co-create these experiences as each party guides, aligns with, or detours from one another. This co-creation is central to ritual vitality. Finally, we contribute an understanding of how chronos and kairos temporal dimensions shape, structure, and perpetuate ritual performance, and identify opportunities for marketers and consumers to participate in the synchronization of chronos and kairos temporality and the support of ritual performances that together may result in ritual vitality.

营销人员认识到消费者习惯对其组织的贡献。他们努力让这样的贡献持续存在，因为他们支持消费者制定这些仪式。这项民族志研究考察了仪式的时间方面，称为“仪式活力”。我们解释了营销人员如何通过参与仪式的chronos和kairos时间维度来影响仪式的活力；理论化这些维度之间的关系；确定营销人员和消费者通过仪式的chronos和kairos互动的方式时间维度；并理论化营销人员和消费者如何在每一方引导、对齐或绕开彼此时共同创造这些体验。这种共同创造是仪式活力的核心。最后，我们有助于理解chronos和kairos时间维度如何塑造、结构和延续仪式表演，并确定营销人员和消费者参与chronos和kairos时间性同步的机会以及仪式表演的支持，这些可能共同导致仪式活力。