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• Working Paper | 2019

  Pseudo-Secrets in Marketing: How Privileged Access to Information Shapes Consumer Behavior

  Dafna Goor, Anat Keinan, Nir Halevy and Michael I. Norton

  Citation:

  Goor, Dafna, Anat Keinan, Nir Halevy, and Michael I. Norton. "Pseudo-Secrets in Marketing: How Privileged Access to Information Shapes Consumer Behavior." Working Paper, June 2019.  View Details

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• Working Paper | 2019

  The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement

  Dafna Goor, Grant Donnelly and Michael I. Norton

  Citation:

  Goor, Dafna, Grant Donnelly, and Michael I. Norton. "The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement." Working Paper, June 2019.  View Details

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• Article | Journal of the Association for Consumer Research | April 2019

  Rituals and Nuptials: The Emotional and Relational Consequences of Relationship Rituals

  Ximena Garcia-Rada, Ovul Sezer and Michael I. Norton

  Four studies reveal the benefits of relationship rituals: couples with relationship rituals report more positive emotions and greater relationship satisfaction and commitment than those without them. We show that rituals are crucial for understanding consumption practices in romantic relationships. Using a sample of romantic dyads, we identify a novel moderating role of mutual agreement, such that both members of a couple must agree that they have a ritual: different couples can see the same consumption behavior (e.g., paying for a weekly date night) as either a ritual or a routine, and the benefits accrue only to those couples who jointly view it as a symbolically meaningful ritual. We contribute to the literature on rituals by empirically documenting the relationships between rituals, specific emotions, and relationship satisfaction, and by demonstrating that the same sequence of actions can have different psychological effects due to the role of mutual agreement. Finally, we contribute to research on consumers’ shared experiences by suggesting a novel mechanism for committing to such experiences: relationship rituals.

  Keywords: rituals; Relationship Satisfaction; Relationships; Satisfaction; Spending; Behavior; Perception; Emotions;

  Citation:

  Garcia-Rada, Ximena, Ovul Sezer, and Michael I. Norton. "Rituals and Nuptials: The Emotional and Relational Consequences of Relationship Rituals." Journal of the Association for Consumer Research 4, no. 2 (April 2019): 185–197.  View Details

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