Rituals Enhance Self-Brand Connection: the Role of Time Perception
Three studies (two lab experiments and one qualitative study) showed that consumers engaging in a brand ritual are more strongly connected to the brand than those that are not. Ritualistic behaviors have greater effect than ritual meanings in driving a higher self-brand connection. Time perception drives the above effect.
Citation:
Maggie Wenjing Liu, Xian Wang, and Qichao Zhu (2018) ,"Rituals Enhance Self-Brand Connection: the Role of Time Perception", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 684-685.
Authors
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
A11. When Political Neutrality Backfires
Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA
Featured
The Impact of Implicit Rate of Change on Arousal and Subjective Ratings
James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA
Featured
What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal
Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands