title: Rituals enhance consumption.
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.
authors.affiliation: 1Carlson School of Management, University of Minnesota.
authors.forename: Kathleen D
authors.initials: KD
authors.lastname: Vohs
authors.forename: Yajin
authors.initials: Y
authors.lastname: Wang
authors.forename: Francesca
authors.initials: F
authors.lastname: Gino
authors.forename: Michael I
authors.initials: MI
authors.lastname: Norton
mesh_terms: D000328:Adult; D000704:Analysis of Variance; D001628:Beverages / Q000706:statistics & numerical data; D002099:Cacao; D002182:Candy / Q000706:statistics & numerical data; D002562:Ceremonial Behavior; D003463:Cues; D018552:Daucus carota; D003657:Decision Making / Q000502:physiology; D005247:Feeding Behavior / Q000502:physiology / Q000523:psychology*; D005260:Female; D005868:Gestures; D006040:Goals; D006801:Humans; D008297:Male; D009042:Motivation / Q000502:physiology; D057181:Pleasure / Q000502:physiology*; D013334:Students / Q000523:psychology; D055815:Young Adult
keywords: consumption; decision making; enjoyment; involvement; motivation; rituals