An international study of holiday shopping and religion finds that dominant religious groups are more likely to experience "consumption mass hysteria" while shoppers in minority religions may view malls as central meeting places that "can play an active role in the creation of a sacred event." "I think consumption became such a dominant practice of the holidays that gathering in the mall is perceived as a normal act that replaces other, more traditional, places," such as a church or synagogue, said co-author Ayalla Ruvio of Temple's Fox School of Business. "However, for minorities the mall is even more important, as for them it's a place where they can congregate a critical mass for an authentic experience of the holiday."