Rituals

In one study, participants tasted chocolate, either ritualistically (i.e., with the instruction to break the bar in half without unwrapping it, unwrap half the bar and eat it, and then unwrap the other half and eat it), or as they normally would.  Those who performed the ritual reported finding the chocolate more flavorful and enjoying it more.  They also took more time to savor it, and were willing to pay nearly twice as much for more of it.

Rituals Not Only Reinforce Behaviour, They Make Us Enjoy It More Too