Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how small rituals before consuming products can dramatically enhance enjoyment and make experiences more memorable. They reveal why structured, meaningful movements work better than random gestures and how brands like Jeep, Oreo, and Apple have mastered the art of ritual-driven engagement.

Topics covered:   

• [01:00 ] "Rituals Enhanced Consumption" 
• [02:00 ] The Jeep Wrangler ducking ritual and community building 
• [03:00 ] Four experiments on chocolate bars, carrots, and lemonade 
• [04:00 ] Why delay after rituals increases anticipation and enjoyment 
• [05:00 ] Personal involvement: doing versus watching rituals 
• [06:00 ] Brand examples: Oreos, Starbucks, Disney, and Guinness 
• [07:00 ] Apple's unboxing experience as the ultimate ritual 

 





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Resources: 
Vohs, K. D., Wang, Y., Gino, F., & Norton, M. I. (2013). Rituals enhance consumption. Psychological Science, 24(9), 1714–1721. https://doi.org/10.1177/0956797613478949 
 

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