Psychology: Techniques and Application

Psychology: Techniques and Application ›› 2017, Vol. 5 ›› Issue (6): 341-352.doi: 10.16842/j.cnki.issn2095-5588.2017.06.004

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Uselessness Makes Usefulness: How Ritual Behavior Influences Consumer Behavior

YE Hexu1,2; CHENG Jing1; DOU Donghui1,3   

  1. (1 School of Sociology and Psychology, Central University of Economics and Finance, Beijing 100081, China)(2 School of Humanities, Law and Art, City University of Wenzhou, Wenzhou, 325000, China)(3 Institute of Economic Psychology, Central University of Economics and Finance, Beijing 100081, China)
  • Online:2017-06-01 Published:2017-06-01

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Abstract: Although ritual behavior is widespread and plays an important role in consumption, the relationship between ritual behavior and consumer behavior has not received systematic attention by researchers from mainstream social science including psychology. This article summarized relevant researches of the influence of ritual behavior on consumer behavior from the levels of group and individual, and discussed the underlying mechanisms from four aspects: social identity theory, cognitive resource consumption, sense of control and personal involvement. Then, some issues to be solved by future research were presented, including the subdivision of ritual behaviors and the effectiveness explanation of mediating mechanism, and discussed directions for future research.

Key words: ritual; ritual behavior; consumer behavior

CLC Number: 

  • B849
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