Attitude Toward the Activity (Ritualism)

What it measures

A three-item scale measuring the degree to which a consumer perceives the actions involved in an activity as having the fixed, ceremonial character of a ritual. One item is reverse-scored. Items contain a blank for the focal activity.

Representative items

• The activities involved in __________ felt like a ritual.
• The activities involved in __________ felt like random actions. (r)

Citation

Wang, Xuehua, Yixia Sun, and Thomas Kramer (2021). Ritualistic consumption decreases loneliness by increasing meaning. Journal of Marketing Research, 58(2), 282–298.