Rituals Enhance Consumption

J.  Vohs; Y.  Wang; F.  Gino; M. I. Norton

Article | Psychological Science | 2013

Rituals Enhance Consumption

by J. Vohs, Y. Wang, F. Gino and M. I. Norton

Abstract

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 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.

Keywords: Practice; Satisfaction; Consumer Behavior;

Format: Print

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Citation:

Vohs, J., Y. Wang, F. Gino, and M. I. Norton. "Rituals Enhance Consumption." Psychological Science 24, no. 9 (September 2013): 1714–1721.

In six studies, we show that after experiencing a threat to their abilities, individuals who misrepresent their performance as better than it actually is boost their feelings of competence. We situate these findings in the literature on self-protection. We show that this “counterfeit competence” effect holds when threat is measured (Study 1), manipulated (Study 2), and when the opportunity to cheat is randomly assigned (Study 3). We extend our findings to a workplace context, showing that threatened individuals who lie on a job application feel more capable than those who report them honestly (Study 4). Finally, consistent with the argument that counterfeit competence is driven by self-protection, we find individuals do not predict they would experience such a boost (Study 5) and that cheating after threat offers benefits similar to those provided by other established methods of self-protection (Study 6). Together, our findings suggest that, after threat, misrepresenting one’s performance can function as a mechanism that helps to restore positive self-evaluations about one’s capabilities.

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Rituals Enhance Consumption

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