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

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

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

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.
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

More from the Authors

    • July 2022
    • Journal of Personality and Social Psychology

    When Alterations Are Violations: Moral Outrage and Punishment in Response to (Even Minor) Alterations to Rituals

    By: Daniel H. Stein, Juliana Schroeder, Nicholas M. Hobson, Francesca Gino and Michael I. Norton
    • April 2022
    • Journal of Consumer Research

    Consumers Value Effort over Ease When Caring for Close Others

    By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
    • October 2021
    • Journal of Consumer Psychology

    Communicating Resource Scarcity and Interpersonal Connection

    By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
More from the Authors
  • When Alterations Are Violations: Moral Outrage and Punishment in Response to (Even Minor) Alterations to Rituals By: Daniel H. Stein, Juliana Schroeder, Nicholas M. Hobson, Francesca Gino and Michael I. Norton
  • Consumers Value Effort over Ease When Caring for Close Others By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
  • Communicating Resource Scarcity and Interpersonal Connection By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
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