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dc.contributor.authorVohs, Kathleen D.
dc.contributor.authorWang, Yajin
dc.contributor.authorGino, Francesca
dc.contributor.authorNorton, Michael Irwin
dc.date.accessioned2013-05-31T15:01:05Z
dc.date.issued2013-05-31
dc.identifier.citationVohs, J., Y. Wang, F. Gino, and M. I. Norton. "Rituals Enhance Consumption." Psychological Science (forthcoming).en_US
dc.identifier.issn0956-7976en_US
dc.identifier.urihttp://nrs.harvard.edu/urn-3:HUL.InstRepos:10686852
dc.description.abstractFour 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 ritual behaviors compared to a no-ritual condition, made chocolate more flavorful, valuable, and deserving of behavioral savoring. Experiment 2 demonstrated that random gestures do not boost consumption like 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 rituals oneself enhanced consumption more than merely watching someone else perform the same ritual, suggesting that personal involvement is crucial for the benefits of rituals to emerge. Last, Experiment 4 provided direct evidence of the underlying process: Rituals enhance consumption enjoyment due to the greater involvement they prompt in the experience.en_US
dc.language.isoen_USen_US
dash.licenseOAP
dc.subjectritualsen_US
dc.subjectconsumptionen_US
dc.subjectenjoymenten_US
dc.subjectinvolvementen_US
dc.subjectdecision makingen_US
dc.titleRituals Enhance Consumptionen_US
dc.typeJournal Articleen_US
dc.description.versionAuthor's Originalen_US
dc.relation.journalPsychological Scienceen_US
dash.depositing.authorGino, Francesca
dc.date.available2013-05-31T15:01:05Z
dc.identifier.doi10.1177/0956797613478949
dash.contributor.affiliatedNorton, Michael
dash.contributor.affiliatedGino, Francesca


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