Abstract:
This research paper explored the influences of consumerism on the wedding planning process in America over the past five decades (1960-2010). The objective of this project was to explore how consumerism (1) impacted the expectations of engaged couples; (2) influenced the average cost of weddings; (3) shaped current attitudes towards marriage; and, (4) created new opportunities and challenges for the wedding planning industry. My interest in conducting this research included being a twenty-first century bride myself, and majoring in hospitality management with a focus on event management-specifically, wedding planning. I delved into the historical trajectory of the wedding industry and investigated if and how consumerism had influenced changes in attitudes towards marriage. Further, all the variables associated with planning a wedding were examined such as: planning services, department stores' wedding-related departments, venues, food and beverage, attire, and media outlets such as magazines, television, film, and the Internet. The final two sections of my thesis looked at how everything leading up to this point may affect future careers in the wedding planning industry.
