Consumption rituals such as holidays, wedding celebrations, and birthdays are examples of events where there is usually intensive or excessive consumption of goods and other services. These occasions enable people to engage in often formal, serious, and intense consumption and other behaviors. These rituals are different from other mundane consumption-laden activities as they provide opportunities for individual and social transformations which can be temporary and/or permanent. Consumption rituals also often entail an exchange of gifts, which typically involves imperfect communication between the giver and recipient. The dynamics of various gift-giving occasions in many cultures has been the subject of research.