The idea of ‘life after death’ transcends philosophy or religion, as science can test predictions from claims by both its advocates and skeptics. Accordingly, social and cultural influences are discussed as important and inherent contextual variables that help to produce, promote, shape, and sustain these narratives. This perspective implies that ghostly episodes, as experiences and narratives, embody and exemplify the marketing concepts of 'brand personality' and consumer engagement. Expanding on and integrating these themes, this paper provides a general framework that explains the enduring popularity of ghost narratives in terms of their versatility, adaptability, participatory nature, universality, and scalability (VAPUS model). These, in part, reflect interpersonal or group dynamics grounded in Durkheimian models, as well as Social Identity and Conflict theories. A review of nearly 20 years of sociocultural research and trends on 'ghostly episodes' (ghosts, haunted houses, and poltergeists) suggests that personal accounts, group investigations, and popular depictions of anomalous experiences function as active, meaningful, and potent cultural memes.

Press the red button mib meme