Rituals Enhance Consumption.

Rituals in the workplace can reinforce the behaviors we want, create focus and a sense of belonging, and make change stick. At Google, for example, new employees have a ritual ? they wear beanie hats in the Google logo colors with propellers on top that say ?Noogler.? Far from feeling ridiculous, Google employees feel that the ritual of the Noogler hat marks them as part of an exclusive group. But new research demonstrates that the power of rituals goes even further ? they can increase our perception of value, too. In other words, if employees perform rituals as part of their jobs, they are likely to find their jobs more rewarding. And if consumers use a ritual to experience your product, they are likely to enjoy it more and be willing to pay more for it.