Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2025

Date of Submission

2025-07-13

Advisor

Dr. Shameel Khan

Committee

Dr. Habiba Zaheer

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Consumption rituals, Symbols, Emotional engagement, Relatedness, Mindfulness

Abstract

This study explores how everyday rituals can shape the way we experience and enjoy consumer products. Rooted in the idea that consumption is not just functional but also deeply psychological, the study examines whether performing a short, intentional ritual before consuming a product, such as making a cup of tea, can enhance enjoyment, personal meaning, and related psychological responses. A mixed-methods experimental design was used, with participants randomly assigned to either a ritual or control condition. Quantitative data was collected through self-report measures of enjoyment, perceived choice, and psychological relatedness, while post-experiment interviews offered qualitative insight into participants' subjective experiences. The results showed that participants in the ritual condition reported higher enjoyment and greater feelings of choice and connection compared to the control group. Thematic analysis of interviews further revealed how rituals made the experience feel more personal, emotionally rich, meaningful, and sometimes even prompted reflection and emotional memory. This study was one attempt to explore how rituals can shape the way people relate to what they consume. But rituals come in many forms, and the way they work depends on the world around them. To truly understand how meaning is made, future work must keep looking at these differences, at how small actions, habits, or settings might change what a product means to someone, and how that connection can be deepened in new ways.

Pages

80

Download

The full text of this document is only accessible to authorized users.

Share

COinS