人类是一种追求仪式的物种，日常生活中处处可寻仪式的踪迹。同样在品牌消费中，随着生活水平的提高，人们期望品牌不仅满足其功能性需求，还能成为其建构自我概念和社会身份的象征性工具，将品牌消费作为追逐仪式化生活的重要手段。由此，品牌仪式应运而生，即一系列围绕品牌活动的正式的、具有可重复模式、表达价值和意义的互动活动。基于此，本项目拟从“正面+负面”和“短期+长期”结合的视角，深入揭示品牌仪式影响消费者行为的效应和机制，阐明品牌仪式、心理、态度和行为间的连锁反应。项目拟达到：（1）建立品牌仪式既提升感知乐趣又降低感知自主性的“双刃剑”路径；（2）探索品牌仪式对消费者短期和长期行为的作用；（3）挖掘仪式类型和品牌风格对品牌仪式效应的调节效应；（4）构建品牌仪式效应的整合理论模型。本项目将有效促进品牌管理和社会心理学的相关理论，在实践上也可为企业提升品牌建设提供有效指导。

Ritual is so widespread that people are always involved in these activities. In the same vein, consumers would create and prefer rituals in the brand as the number and frequency of brand consumption has risen currently. This is because that people expect that the brand could not only satisfy their functional needs, but also play a symbolic role in shaping one’s self identity and social status. Integrating theoretical and empirical conceptualizations of rituals, brand ritual refers to a predefined sequence of symbolic actions often characterized by formality and repetition that lacks direct instrumental purpose. By considering positive effects and negative effects, the current project aims to shed light on the effects of brand rituals on consumer behaviors, including both short-term behaviors and long-term behaviors, and its underlying mechanism through psychological reaction and consumer attitude. The current project conducts three parts of research, aiming at four purposes. First, we will demonstrate the double-edged sword effect of brand ritual on consumer attitude. We postulate that this effect is driven by two countervailing processes, such that brand ritual increases perceived enjoyment but simultaneously decreases perceived autonomy. In addition, based on this rationale, we will investigate how brand rituals influence consumer short-term and long-term behaviors. Furthermore, we will examine the moderating effects of ritual style and brand personality on the double-edged sword effect of brand ritual. Lastly, we will reveal the conceptualization model of brand ritual effect. In general, the current project offers novel insights on brand and branding theories and social psychology literature, while providing practical marketing implication for companies how to build and manage their brands effectively.