Building consumer connection with new brands through rituals: the role of mindfulness

The present research examines whether and how new brands can use rituals to establish consumer connections at the initiation stage of the consumer–brand relationship. Although many brands attempt to use rituals to achieve a special standing in consumers’ mind, little is known about the mechanism through which rituals affect consumers’ responses to brands, particularly when consumers encounter a new brand or product. We propose that ritualistic behaviors enhance consumers’ connections with, and purchase intention for, a new brand through mindfulness and that the behavioral dimension of rituals plays a critical role. Moreover, we propose consumers’ purchase motivation as the moderator, such that the effects of rituals on new brands are mitigated when purchase motivation is utilitarian (vs. hedonic). We present convergent evidence for the hypotheses across one field experiment and two actual product consumption experiments. These findings contribute to several streams of marketing research and offer actionable managerial implications for companies.