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
The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation
Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA
Featured
E5. Volunteer Motivations for Direct versus Indirect Service
Abigail Schneider, Regis University
Eric Hamerman, Iona College
Featured
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel