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What pandemic messaging around changing holiday rituals gets wrong


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In the midst of the raging coronavirus pandemic, we re faced with agonizing decisions about whether to forgo treasured holiday rituals. Many people have defied health officials, putting themselves at risk of contracting COVID-19 or spreading the disease in order to uphold their family traditions in person.
A new paper by two researchers at UC Berkeley s Haas School of Business sheds light on the psychology of rituals and why health officials may have to do more than just tell people not to gather in order to be effective.
That s because coming together to exchange gifts on Christmas isn t just about getting presents; it s a symbol of love. Eating turkey on Thanksgiving isn t just a shared meal; it s an expression of gratitude. We view rituals as more important than regular types of group activities because they reflect the values of the group, says Dan Stein, a Berkeley Haas doctoral student and lead author on the paper. ....

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