Rituals Enhance the Experience of Consumption

Kathleen Vohs, University of Minnesota, USA
Yajin Wang, University of Minnesota, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Consumers often use systematized sequences of behaviors — i.e., rituals — in order to signify an event, and quite often those are consumption experiences. We hypothesized that one reason that rituals are so tightly tied to consumption is that they amplify experiences. Four experiments tested and found support for this hypothesis.
[ to cite ]:
Kathleen Vohs, Yajin Wang, Francesca Gino, and Michael Norton (2012) ,"Rituals Enhance the Experience of Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 5-8.