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The archaeological record of small-scale societies is replete with examples of people expending considerable labor to craft both places and objects for communal rituals. Archaeologists often infer these efforts to have been the product of aspiring elites. This chapter focuses instead on the larger community responsible for the construction of places and objects, through a ritual economy analysis of the social logic people use to organize the production of ritual places and paraphernalia. A review of ethnographic and archaeological data suggests that the production of communal ritual places often involves the creation of sociograms, while the production of objects for use within these places encompasses a web of complementary and competitive relations. Two examples of large-scale communal ritual spaces, the early British Neolithic causewayed enclosures and the Ohio Hopewell geometric earthworks, are explored in light of these ethnographic and archaeological patterns.

This chapter summarizes and discusses the volume's contributions toward developing a theory of ritual economy. To move ahead, an appropriate analytical vocabulary must be developed and tested. Useful concepts explored in this volume's chapters include “materialization,” “provisioning,” “consumption,” and “transaction,” as well as more specialized terms, such as “ritual mode of production,” “meta-power,” and “liturgical economic allocations.” Future work should consider breaking down analyses into those that deal with ritual economy as it reinforces existing socio-political structures versus those that deal with the transformative qualities of ritual economy. Additionally, future work should examine the “ritualization of materiality,” by drawing sharper distinctions between political economy and ritual economy, and by linking the ritual economy approach to material engagement theories.

Ritual economy is a theoretical approach for understanding and explaining the ways in which worldview, economy, power, and human agency interlink in society and social change. Defined as the “process of provisioning and consuming that materializes and substantiates worldview for managing meaning and shaping interpretation,” this approach forefronts the study of human engagement with social, material, and cognitive realms of human experience. This chapter explores the theoretical roots of ritual economy and how they are expressed in this volume's contributions, which ground the discussion in actual case studies applied to both capitalistic and noncapitalistic settings across a number of different cultural contexts. By knitting together two realms of inquiry that often are sequestered into separate domains of knowledge, ritual economy exposes for analysis how the process of materializing worldview through ritual practice structures economic behavior without determining it.

The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle East.

This paper uses content analysis of promotional materials for a sample of 168 health-care organizations located in 14 countries to identify brand positioning strategies used, such as foreign, local and global consumer culture positioning. A chi-square analysis and post hoc testing is used to examine how positioning strategies differ among regions.

The findings indicate that European and Middle Eastern health-care organizations most frequently use foreign consumer culture positioning, while North American institutions tend to use global consumer culture positioning. The findings indicate that health-care organizations in countries with a better reputation for care use different positioning strategies than in countries with a lesser reputation for quality care.

The findings are of value to international advertising and marketing professionals and hospitals seeking to attract patients globally in a competitive marketplace. Hospitals must consider their positioning relative to both domestic and international competitors and the COO of their target audience.

COO is important in high-involvement service industries because consumers lack the information needed to evaluate service quality. Consumers may rely on COO and brand positioning signals more heavily relative to goods or low-involvement services. However, little prior research exists examining COO effects and brand positioning for high involvement services and for health care specifically. This paper makes a unique contribution by filling this gap.

The most powerful and effective forces of hierarchizing are those that naturalize difference so that it is beyond dispute and something to be tacitly accepted. In the Classic Maya world, this “social speciation” was materialized and naturalized through a complex web of ritual practice, deity emulation, enhancement of body aesthetics, and the fabrication and possession of hypertrophic goods. The architecture of Classic Maya royal courts broke with an older Maya residential pattern of accretional construction filled with ancestral burials in order to materialize more effectively social difference, to provide space for exclusive ritual performance, and to showcase the highly valued and gendered labor of textile production. Such instruments of authority are “weapons of exclusion” that can be wielded to fend off assaults on hierarchy. From this perspective, informed by the ritual economy approach, the profound transformations of the 9th century in the Maya lowlands are considered an assault that was not defendable.

Nahua ritual specialists of northern Veracruz, Mexico, portray spirit entities by cutting their images from paper. Paper cutting is an ancient craft in Mesoamerica that traces back to the pre-Hispanic era. The impetus to materialize the spirits in this way is the result of the highly abstract and pantheistic nature of the Nahua religious system. In pantheistic thought, the cosmos itself is the deity and all apparent diversity can be seen as different aspects or manifestations of a seamless sacred unity. The Nahua ritual specialist places the paper figures on elaborate altars where he or she dedicates special offerings to them. The fundamentally economic nature of Nahua ritual exchange is revealed – with the aid of ritual economy – through examination of multiple factors: the symbolic meanings of sacred chanting and altar construction, the role of religion in constituting Nahua ethnic identity in the face of domination by mestizo elites, and the ecological context that renders life precarious for indigenous horticulturalists of this region of Mexico.