National Public Radio’s science correspondent, Shankar Vedantam, reported yesterday on some empirical research on the effects of people doing those patterned and repetitive, rule governed behaviors that we call rituals.
You can listen to the story here.
The punchline is that, according to researchers at the Harvard Business School (hardly the only place doing empirical, experimental research on ritual, of course), rituals like singing “Happy Birthday to You” and blowing out candles on the cake prompt people to report that, when they later eat it, the cake is more satisfying and tastes better (and that they’re even willing to pay more for it). As Vedantam sums up the findings: “Rituals seem to increase anticipation and make people more mindful of what they were eating. Performing a ritual before you eat a carrot apparently makes the carrot more tasty than it was before.” Continue reading “You Made Me What I Am Today”