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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Rituals enhance consumption.

Kathleen D Vohs¹, Yajin Wang, Francesca Gino

¹1Carlson School of Management, University of Minnesota.

Psychological Science

|July 19, 2013

Summary

This summary is machine-generated.

Engaging in rituals before eating enhances food enjoyment and perceived value. Personal involvement in rituals, rather than passive observation, maximizes these consumption benefits.

Keywords:

consumption decision making enjoyment involvement motivation rituals

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Area of Science:

Consumer Psychology
Behavioral Economics

Background:

Ritualistic behaviors are common across cultures.
The psychological impact of rituals on consumption is not fully understood.

Purpose of the Study:

To investigate whether ritualistic behavior enhances subsequent food consumption.
To explore the underlying psychological mechanisms driving this effect.

Main Methods:

Four experiments were conducted involving participants engaging in ritualistic or non-ritualistic behaviors before consuming various food items (chocolate, lemonade, carrots).
Evaluations of flavor, value, and savoring were measured.
The impact of personal involvement versus observation and the effect of a delay between ritual and consumption were examined.

Main Results:

Ritualistic behavior significantly enhanced the perceived flavor, value, and savoring of consumed foods compared to non-ritualistic behavior.
Personal performance of a ritual yielded greater benefits than observing a ritual.
A delay between the ritual and consumption heightened enjoyment, suggesting ritual stimulates goal-directed consumption.
Increased involvement in the consumption experience mediated the positive effects of rituals.

Conclusions:

Ritualistic behaviors potentiate and enhance ensuing consumption experiences.
Personal involvement and increased experiential involvement are key factors in ritual-induced consumption enhancement.