Abstract
Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances ensuing consumption-an effect found for chocolates, lemonade, and even carrots. Experiment 1 showed that participants who engaged in ritualized behavior, compared with those who did not, evaluated chocolate as more flavorful, valuable, and deserving of behavioral savoring. Experiment 2 demonstrated that random gestures do not boost consumption as much as ritualistic gestures do. It further showed that a delay between a ritual and the opportunity to consume heightens enjoyment, which attests to the idea that ritual behavior stimulates goal-directed action (to consume). Experiment 3 found that performing a ritual oneself enhances consumption more than watching someone else perform the same ritual, suggesting that personal involvement is crucial for the benefits of rituals to emerge. Finally, Experiment 4 provided direct evidence of the underlying process: Rituals enhance the enjoyment of consumption because of the greater involvement in the experience that they prompt.
Original language | English (US) |
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Pages (from-to) | 1714-1721 |
Number of pages | 8 |
Journal | Psychological Science |
Volume | 24 |
Issue number | 9 |
DOIs | |
State | Published - Sep 2013 |
Keywords
- consumption
- decision making
- enjoyment
- involvement
- motivation
- rituals