| Last year, 2017, $150 million was invested into marketing for diamonds, the majority of advertisements, targeted engagement rings, and using tactics meant to make people feel inferior if they do not acquire a specific brand, diamond or ring to boost and maintain their revenue (Bain Report, 2017). With societal pressure, so much focus placed on embedding engagement rings into culture and consumeristic norms, little attention has been placed on how this is affecting the meanings couples are making of engagement rings. To date only one study has been done that had any questions relating to engagement rings and couples; the study found a positive correlation between cost of engagement ring and increased risk of divorce (Francis & Mialon, 2015). However, there were no answers as to what contributes to this. This study aimed to understand what, if any, influence commodification has had on couples in meaning making of engagement rings in their relationships. Utilizing phenomenology, the researcher conducted in-depth interviews with seven couples and analyzed using Moustakas (1994) phenomenological methods of analysis. Results highlight couple's experiences including various symbolism embedded within engagement rings; how their perceptions were influenced, aspects of shame and how their view of their relationship influenced their view of their relationship. |
