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    • Rituals Enhance Consumption 

      Vohs, Kathleen D.; Wang, Yajin; Gino, Francesca; Norton, Michael Irwin (2013-05-31)
      Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances the enjoyment of ensuing consumption—an effect found for chocolates, lemonade, and even carrots. Experiment 1 showed that ...