Why do we put birthday candles on cakes? Why do we care so much about how exactly we eat (and dunk) our OREOs? And why has the word “ritual” exploded in usage among marketers in recent years, with brands ranging from skin care to non-alcoholic spirits incorporating the term in their name? This session will explore the psychology of rituals – those odd, seemingly meaningless behaviors that influence our psychology in profound ways, making the mundane meaningful: a morning coffee can become a signal of our love for our partner, and a cake can become special simply by sticking some candles in it. During this session, we will reflect on existing rituals already in the marketplace, and consider how to craft new rituals to delight your customers.