СЕМЕЙНЫЕ РИТУАЛЫ КАК СТРЕССОРЫ: СОЦИАЛЬНО-ПСИХОЛОГИЧЕСКИЙ И МАРКЕТИНГОВЫЙ АНАЛИЗ

Abstract

The article considers the main stages of the family’s life path and the boundary events separating them from each other, which, in turn, are accompanied by family stressors and rituals. Two events were selected for a more detailed analysis: the discharge of the mother and child from the maternity ward and the child’s baptism. Those events were described from the standpoint of the theory of family stress, as well as some socio-demographic parameters and socio-psychological attitudes of spouses who experienced the discharge of the mother and child from the maternity ward or the child’s baptism. The marketing aspect of the events is analyzed by using the results of interviews with representatives of the target audience (to clarify its features) and content analysis of social networks. Within the framework of the academic societal science on the family the prospects for studying a wider range of boundary events separating one stage of the family’s life path from another, and stressors and/ or rituals from the perspective of the theory of family stress, as well as factors of marriage success, are outlined. In addition, the information obtained can be used to more effectively promote the products accompanying those events.