1Carlson School of Management, University of Minnesota.
Psychol Sci. 2013 Sep;24(9):1714-21. doi: 10.1177/0956797613478949. Epub 2013 Jul 17.
Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances ensuing consumption--an effect found for chocolates, lemonade, and even carrots. Experiment 1 showed that participants who engaged in ritualized behavior, compared with those who did not, evaluated chocolate as more flavorful, valuable, and deserving of behavioral savoring. Experiment 2 demonstrated that random gestures do not boost consumption as much as 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 a ritual oneself enhances consumption more than watching someone else perform the same ritual, suggesting that personal involvement is crucial for the benefits of rituals to emerge. Finally, Experiment 4 provided direct evidence of the underlying process: Rituals enhance the enjoyment of consumption because of the greater involvement in the experience that they prompt.
四项实验检验了一个新颖的假设，即仪式性行为会增强随后的消费——这一效应在巧克力、柠檬水，甚至胡萝卜上都得到了验证。实验一表明，与没有进行仪式性行为的参与者相比，进行仪式性行为的参与者认为巧克力更美味、更有价值，更值得品尝。实验二表明，随机的动作并不能像仪式性的动作那样促进消费。它进一步表明，在仪式和消费机会之间的延迟会增加享受，这证明了仪式行为会刺激目标导向的行动（消费）。实验三发现，自己进行仪式性行为比观看别人进行相同的仪式性行为能促进更多的消费，这表明个人参与对于仪式的好处的出现至关重要。最后，实验四提供了潜在过程的直接证据：仪式性行为通过促使参与者更多地参与体验来提高消费的享受。
