In a new post by Dr. Heidi Grant Halvorson, she illustrates how rituals go even deeper than previously thought. We all know they can help to make changes stick (think of “hazing” rituals, like Google’s silly hats on new members that makes previously-outsiders feel like part of the team), but they also make us enjoy the ritual, and subsequent subject of, even more.
In one study, participants tasted chocolate, either ritualistically (i.e., with the instruction to break the bar in half without unwrapping it, unwrap half the bar and eat it, and then unwrap the other half and eat it), or as they normally would. Those who performed the ritual reported finding the chocolate more flavorful and enjoying it more. They also took more time to savor it, and were willing to pay nearly twice as much for more of it.
Then there’s Guinness – the best-selling drink in Ireland and a global powerhouse available in 100 countries, with nearly two billion Guinness pints consumed annually. And it all starts with the proper Guinness pour – at an angle, allowing it to settle for two minutes when only three-quarters of the way full, then gently topping off. Guinness fans will fervently swear that a proper pour elevates the stout to heavenly heights and will riot when the pour is botched.