The objective of this study is to investigate motivations, beliefs and symbolic values of services and products in the ritual of marriage. An exploratory study was conducted based on interviews with 19 brides living in north and south districts of Rio de Janeiro. Content analysis of the interviews revealed the enormous symbolic value of bride’s image to her guests. The belief is that the better the guest’s opinion about the event, the best will be their opinion about her and also the acceptance in the social group to which she belongs. Motivated to differentiate her ceremony among the others, to transform it into a unique experience, the bride sees her rational strategies of high financial control, supported by the use of budget worksheets and numerous supplier research, succumbing to the offer of innovative products and services, but at higher cost. As a result, much higher expenditures than expected in eagerness to see her wishes fulfilled.